New Digital Age spoke to Alysha Dino, VP, Global CTV Revenue, Brand Metrics as she was leaving CES 2026 in Las Vegas to get her impressions of this year’s annual technology showcase and more…
OK, so how was CES this year for the Brand Metrics team? Do big trade shows like CES still have a role to play in the marketing of ad tech?
We see CES and Cannes as two of the most important events in our year. CES is where we preview our exciting product plans for the year ahead and Cannes is where we update partners and prospects on our mid-year progress. However, we also see real value in the DMEXCO’s, Possibles, NAB’s and IAM ALM events as well. CES specifically is an exhilarating way to start the new year. Ok, let’s be a tad honest, it can be a struggle dusting off that major holiday brain, but once you hit the casino floors, run into old and new colleagues, past and present partners, vendors you’re in the trenches with and beloved industry friends, there is an undeniable energy in putting our collective stakes in the ground around the topics, themes and strategies that we will push for the year.
What solutions were you showcasing this year?
This year is a big one for Brand Metrics as we introduce predictive outcomes to the marketplace alongside log level data analysis and ID graph partnerships. This is in addition to our market leading measurement solution which we are extending even further across every device (Linear, CTV, Audio, OOH, Mobile and of course desktop), giving our customers huge data collection possibilities.
Were there any surprises in the conversations you had with CES attendees? What are your key takeaways from the event?
There are always surprises at CES, with many wanting this year to be the year of real disruption. It feels like the industry is done just talking about “innovation” and now wants to hone the innovation into actual action this year. It seemed that everyone was talking about agentic advertising, automation, efficiency and how to make AI to really work for our business strategies, but the really interesting whispers were around who’s actually doing it and doing it well!
What are your customers’ key concerns right now?
CES always brings talks about streamlining partnerships. We all know this as “the clean-up period”, with the ultimate goal of making sure the right partners are in the right spot working with publishers on their key business strategies
Generally speaking, are advertisers/media buyers showing greater understanding of the capabilities of CTV advertising? Or are we only scratching the surface so far?
Oh, they definitely are, I sat with an SVP from a top tier broadcasting company this week and had them tell me that their programmatic direct out performed their direct sales team, which gave them the leverage they needed to invest in a programmatic sales team that will compete with the direct sales house of their business. Agencies know where they will reach the most viewable audiences, typically streaming content cross device on the go, so they are looking for cross-device package deals with CTV at the front of the line.
Is CTV changing the profile of the sort of businesses now advertising on TV?
The CTV industry growth has been exponential year after year, even before COVID. This trend follows how our society lives their lives, and part of that is around media consumption. You now don’t have to be the major brand with the million-dollar budget to buy the TV spot, you can still reach that audience on CTV as a boutique and or niche advertiser, thereby opening up opportunities for a far greater range of advertisers seeking a TV-like viewing experience.
What would be your key piece of advice for CTV advertisers in 2026?
Lean in, pause ads are here, interactive ads are here, cross device is here, let’s tackle the challenge this year and action together.
