CES functioned less as a turning point than a temperature check for the ad industry.
Behind the stage demos and glossy AI announcements, the advertising industry arrived in Las Vegas with a quieter set of questions than previous years. Q4 held up better than feared but not well enough to justify old certainties. Budgets remained cautious. Flexibility continued to beat commitments. Linear dollars kept leaking into CTV, retail media and data-rich platforms. And the promise of automation — once sold as a cure-all — is now colliding with a more unforgiving arbiter: the CFO.
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