CES 2025: Technology & Data Driving TV Advertising's Future

CES coverage typically focuses on the captivating new technology exhibited on the show floor. For example, Engadget’s list of exciting new products showcased at CES included solar roof shingles from Jackery, a premium TV display from LG, and AZ100 earbuds from Technics. 

Away from the show floor, other conversations about technology were taking place at the company showcases, hospitality suites, and cocktail parties. Here, at the periphery of CES, the major players in TV advertising discussed how to leverage the tech that is transforming their $350 billion industry. 

Here is a sampling of the conversations at CES about how technology and data are reshaping the future of TV for advertisers, publishers, and viewers. 

Disney Global Tech & Data Showcase

At its annual Global Tech & Data Showcase at CES, Disney announced that across Disney+, Hulu, and ESPN+, the company has almost 160 million ad-supported monthly active users. To help advertisers leverage these valuable viewers across its streaming brands, Disney highlighted a variety of updated offerings, including three collaborations with Innovid. First, Disney uses Innovid technology to help advertisers more precisely measure the outcomes of their campaigns. Second, we are working together to enable Disney advertisers to optimize creative in real time. And finally, Disney is working with us and others to allow brands to use gamified, interactive ad formats that feature polling and trivia questions to turn TV advertising into a lean-forward experience. 

>>>Takeaway: Disney is ramping up its data-driven advertising and measurement capabilities to enable engaging, relevant advertising and to prove, more than ever, to its clients that their campaigns are generating results.  

The Roku Data Cloud

During CES, Roku unveiled Roku Data Cloud, “a connection for advertisers, agencies, and partners to receive accurate and reliable information from Roku's TV operating system (OS), which provides an extensive view of viewership habits, preferences, and identity.” Innovid is a Roku Data Cloud partner, sharing in-flight campaign information that enables Roku advertisers to boost campaign effectiveness by optimizing for reach, unique conversions, and other KPIs. At CES, it was also announced that Roku was the first publisher to implement Innovid’s Harmony Frequency, the industry’s first holistic frequency management solution for CTV and digital video advertising. 

“Through partnerships with industry leaders like Roku and our Harmony initiative to optimize CTV at the infrastructure level, Innovid is helping to pioneer a new era of measurable, impactful, and relevant TV advertising,” Krista Panoff, SVP-Global Enterprise Development, Innovid, said. “This integration enables us to share information through the Roku Data Cloud to create a powerful feedback loop of actionable, data-driven insights that help brands maximize media budgets and drive better outcomes across the streaming ecosystem.”

>>>Takeaway: Data and partnerships enable Roku to help advertisers make their advertising more impactful — and prove it.  

Innovid's CEO on the Powerful Combination of Data and CTV

In a Beet TV Q&A in Vegas — which is part of our coming interview series, “The Publisher’s Playbook: Navigating Streaming, Advertising & Growth in 2025" — Innovid CEO Zvika Netter discussed why publishers such as Disney and Roku are increasingly embracing data-driven technologies like Innovid’s to help their advertising clients. “What makes connected TV (CTV) a unique platform is it is a TV screen, it’s TV content, TV ads — but it allows two-way communication,” Netter said. The data-rich environment of CTV enables today’s leading publishers to adapt transformative technologies that help advertisers create interactive ads, measure their impact in real time, and instantly optimize campaigns. And with Harmony Frequency, Innovid can help publishers maximize their inventory by making sure households aren’t seeing ads too often (or too infrequently). “We believe that eventually this will be table stake for everybody — at least the large premium publishers in the industry,” Netter said.    

>>>Takeaway: The leaders on both the advertising and publishing side of the advertising ecosystem are leaning into new data-driven technologies, and it’s giving them a leg up on their competitors. 

TV Advertising Goes Shoppable

Innovid CMO Dani Cushion moderated a Brand Innovators Summit panel at CES, “Transforming Advertising Through Partnership & Innovation.” The panel featured Ali Miller, Instacart’s VP-Product Management, and Alison Levin, NBCUniversal’s President-Advertising and Partnerships, discussing their data-driven alliance and how it leads to advertising success. A key example of their working together is Instacart’s shoppable advertising on NBCU’s Peacock during the Paris Olympics, which enabled viewers to order food and drinks via QR codes.   

>>>Takeaway: The winning combination of shoppable advertising and live-streamed sports should inspire advertisers to get in the game. 

Contemplating the Future of Immersive TV

Innovid’s Dan Mouradian, SVP-Global Client Solutions, participated in a CES panel titled, “The Future of Immersive TV.” On the panel, Mouradian focused on how television, once a lean-back medium, has become a lean-forward experience. The digitization of TV and the move of all kinds of programming — including live sports — to streaming has enabled brands to use interactive and personalized advertising to encourage viewers to engage in real time via QR codes, product galleries, and scan-to-shop calls-to-action. CTV also enables ads to be more relevant by using data to allow brands to tailor experiences to the individual and optimize in real time.

>>>Takeaway: The rise of CTV offers a massive upside to advertisers who can put relevant messages in front of a fully engaged audience.  

AARP at CES

When we think of technology’s impact, we typically picture a young, early adopter gleefully diving into the latest software or immersive video game. But a CES interview with Barbara Shipley, AARP’s Chief Brand Officer — conducted on stage by Stacey Reney, Innovid’s SVP-Marketing — reminded the audience of technology’s far-reaching influence, even among AARP membership, who are 50+. Shipley pushed back on the stereotype that Boomers don’t know how to use their smartphones, don’t watch Netflix and other streaming services, or don’t interact with CTV ads. 

>>>Takeaway: Technology's impact on TV spans all age groups, and advertisers should pay close attention to older Americans and their massive buying power. 

The bottom line from CES? Technology’s transformation of TV will be far-reaching, and the industry is poised to take huge advantage of it.

Learn more about how the shift of live sports to streaming offers advertisers new opportunities. Download our report, “Winning Big With CTV Advertising on Live-Streamed Sports,” today. 

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