Shez Iqbal is the Head of Global Supply at Sabio Inc., bringing over 20 years of industry expertise. His career includes pivotal roles at leading organisations such as Criteo, News UK, The Guardian, LiveIntent, and Outbrain. He hosts the podcast Leadership in Colour and serves as a Role Model at Media For All (MEFA), an initiative dedicated to increasing Global Majority representation in the media industry and fostering a supportive network to ensure their success and growth.
Stepping into CES for the first time is like stepping into the future, depending on which resort you stumble into. Broadly speaking, it’s all wrapped in neon and served with a side of networking chaos.
Vegas itself is dazzling, but when you throw the entire adtech industry into venues like the Aria, Cosmopolitan, and Vdara, it becomes something else entirely—a whirlwind of innovation, ideas, and impromptu meetings in places you’d least expect, like cab queues or the Chandelier Bar.
Think Cannes, but indoors, surrounded by slot machines, not a glass of rosé in sight, and people actually make the breakfast meetings!
AI Leads the Charge
AI dominated CES discussions, with generative AI emerging as a transformative force in adtech. From powering dynamic and personalised CTV campaigns to streamlining operational efficiencies, AI’s potential felt limitless. Predictive AI added to the buzz, offering brands better tools for customer targeting and behavioural forecasting.
But it wasn’t just innovation—it was about responsibility. Ethical AI, with its focus on transparency and fairness, was a recurring theme, alongside concerns over copyright and deepfakes. The consensus was clear: decisions made now will shape the industry’s future.
CTV, Commerce, and Shoppable Ads
CTV continues to reign as the star of adtech, with AI enabling advanced targeting and creative innovation. Shoppable ads and “zero slate experiences” (eliminating static ad slates for uninterrupted viewing) were key trends, offering seamless ways to integrate commerce into content. These innovations are redefining how users interact with ads, turning passive viewers into active shoppers.
Discussions also highlighted how these advancements are boosting ad revenue while maintaining user experience.
DEI and Industry Resilience
The Equality Lounge at CES highlighted the ongoing importance of DEI, with leaders emphasising actionable strategies to foster inclusivity. Diversity isn’t just good ethics—it’s good business. Attendees shared insights into empathetic leadership and representation as drivers of innovation and profitability.
However, the unfortunate fires in Los Angeles reminded everyone of the need for resilience, as many attendees cut their trips short to support their families. Conversations also touched on trust and responsibility, fuelled by events like Mark Zuckerberg’s announcement about removing fact-checking from platforms. These moments added a sense of urgency to discussions about responsibility in adtech.
Curation, Collaboration, and Consolidation
Breaking silos and fostering collaboration emerged as recurring themes throughout CES. A critical focus was how platforms and publishers can better leverage the vast data at their disposal to curate precise audience segments. By applying advanced curation techniques, adtech players aim to tackle challenges in CTV measurement, improve display campaign targeting, and deliver more relevant ad experiences.
These strategies are not just about refining targeting—they’re about turning raw data into actionable insights that drive measurable outcomes, from boosting engagement to increasing ROI. Discussions underscored the importance of using data not just for precision but also to enhance overall campaign efficiency and accountability.
Speakers highlighted the importance of collaboration between smaller and larger players in OTT (over-the-top) content, fostering an ecosystem that balances innovation with equitable representation.
Meanwhile, consolidation continues to reshape the landscape. Companies are actively seeking strategic acquisitions to diversify their offerings and strengthen their portfolios, reflecting the industry’s drive toward greater integration and efficiency.
Sustainability and the Road Ahead
Sustainability was a prominent theme, with brands exploring ways to minimise the environmental impact of programmatic advertising. AI’s role in driving efficiency and reducing waste was seen as pivotal. From smarter ad placements to optimising campaign performance, sustainability in adtech is evolving from a buzzword to a necessity.
The Real Value of CES
For all the panels and showcases, CES’s true value lay in the connections made—in lifts, bars, and unexpected corners of Vegas. The event was a reminder that innovation thrives on collaboration and the exchange of ideas. As the adtech industry evolves, these conversations will shape its trajectory. Leaving CES, I’m excited to see how these ideas take root in the year ahead.
