Author: Mike Gammone
 As my first visit to CES, I was energized by the collective enthusiasm as everyone moved through their day with purpose, intent, and positivity. This led to engaging conversations and insightful sessions on where the industry is today and where it is going. 
 As I left Vegas, three themes from the week stuck with me, from the obvious choice: AI to identity and the continued evolution and importance of streaming. 
<h2 style="font-size: 24px;" data-start="243" data-end="304">AI Is Moving Beyond the Buzz</h2>
While AI has existed in different forms (machine learning and large language models) in advertising, the past year has seen the innovative testing and experimenting of AI powered solutions. But at CES it was made abundantly clear that it has moved far beyond that phase, and that AI is becoming a crucial component of ad tech foundation and infrastructure.
Some advertisers may still be hesitant, but there are real tools that exist today that deliver solutions beyond creative, including offerings that use AI to optimize yield and performance for buyers.
We&rsquo;re also seeing a lot of innovations when it comes to agentic buying, including a <a href="https://www.freewheel.com/news/nbcuniversal-rpa-freewheel-and-newton-research-introduce-agentic-ai-buying-across-linear-and-digital-for-premium-video" target="_blank" rel="noopener">breakthrough agentic AI buying solution across linear and streaming inventory</a>, that are fueling more effective and streamlined workflows for both advertisers and agencies.
Based on the week, it seems like this is just the start, and we&rsquo;ll begin to see even more advertising transactions start to take place between agents, both on the buy and sell-side.
And with consumers now reporting they are open to having AI used when it comes to content suggestions as well as determining which ads they see, AI-powered entertainment platforms that help personalize viewers&rsquo; streaming experiences are helping create more impactful environments for advertisers to connect with audiences.
&nbsp;
<h2 style="font-size: 24px;">Identity Remains a Building Block for Advertising</h2>
Data has always been a building block for effective media campaigns to ensure accurate targeting. Now, more than ever, having first-party data, or a unique data set, plays an important role in how companies differentiate themselves, and offer their partners or clients a competitive edge.
Many of the conversations throughout the week touched on new data offerings that allow advertisers to better connect with audiences and obtain measurable outcomes across premium streaming inventory.
These innovations, like <a href="https://www.xumo.com/press/xumo-introduces-advanced-identity-solution-to-power-smarter-streaming-investments" target="_blank" rel="noopener">Xumo&rsquo;s new advanced identity solution</a>, are ensuring that advertisers can activate data seamlessly to reach the right audiences more confidently, maximizing ROI on their streaming TV investments.
When data activation solutions become more effective and accessible, and more importantly, interoperable, the industry at large benefits since it enables advertisers to deliver more relevant ads to consumers, enhancing their experience and driving stronger performance.
&nbsp;
<h2 style="font-size: 24px;">Premium Video Isn&rsquo;t Going Anywhere</h2>
As I was staring at the Sphere, one thing was noticeably clear: video advertising continues to evolve. Whether it is across traditional TV, AVOD, or FAST, it is all about bringing immersive, engaging, and dynamic experiences to life through premium content.
Viewers&rsquo; love for entertainment has not dwindled &ndash; they expect seamless access to the content that they love, regardless of where the content lives.
And with more audiences opting into ad-supported experiences to access great content at lower price points, FAST consumption continues to grow rapidly, backed by new <a href="https://www.mediaplaynews.com/xumo-snags-multiyear-content-deal-with-lionsgate-including-pay-1-window-for-select-films/" target="_blank" rel="noopener">partnerships that bring top-tier content</a> into the fold.
With so much content available, it&rsquo;s about ensuring that audiences can find the programming they want without friction and connecting their experiences no matter how they are watching.
Those platforms that can deliver integrated ad experiences across touchpoints will be key partners for advertisers looking to connect with consumers in a streaming-first world.
&nbsp;
<h2 style="font-size: 24px;">Looking Ahead: Why 2026 Will Be Another Transformative Year for Streaming</h2>
With 2025 behind us, CES signaled that in the year ahead there is a huge appetite to test, innovate, and cement new partnerships across the industry.
With AI driving innovation at lightning speed, advertising and media will continue to evolve, but it&rsquo;s essential that through this transformation, we don&rsquo;t forget the consumer.
The platforms that are able to connect advertisers with viewers in premium environments in seamless, engaging, and effective ways will lead the conversation in the year ahead.
To learn more about how Xumo Advertising drives deeper connections with audiences, visit <a href="https://www.xumo.com/advertising#contact" target="_blank" rel="noopener">here</a>.

CES is the official kick-off of the year for advertising and tech and this year in particular, attendees seemed genuinely excited and optimistic about 2026 and the opportunities that lie ahead.

CES 2026: AI, Identity, and the Evolution of Streaming  

Xumo is tackling today&rsquo;s fragmented video landscape by offering a more unified, intuitive way for viewers to access content across an increasingly cluttered ecosystem. Learn how Xumo is a leader in simplifying discovery and reducing the friction created by walled‑garden platforms.

How Xumo, DirecTV Are Fighting Fragmentation

Author: Eli Zang
In today&rsquo;s streaming-first world, the home screen has transformed from a simple interface into one of the most valuable pieces of real estate in the connected TV (CTV) ecosystem. It&rsquo;s the first stop in the viewer journey &ndash; where decisions are made, curiosity is sparked, and attention is focused.
For advertisers, this space offers a rare combination of scale, relevance, and intent. Unlike traditional ad placements that run between content, home screen ads meet viewers in a state of discovery &ndash; when they&rsquo;re actively searching and open to influence. That makes it a prime opportunity to make an impactful first impression.
These insights come from the <a href="https://www.xumo.com/press/prime-real-estate-why-the-home-screen-is-a-winning-address-for-advertisers">newly released Xumo Advertising report</a>, &ldquo;Prime Real Estate: Why the Home Screen Is a Winning Address for Advertisers,&rdquo; which explores why the home screen is becoming a critical touchpoint for brands, how advertisers are leveraging it, and what makes these placements both seamless and novel to viewers.
&nbsp;
Discovery Mode: A Moment of Maximum Attention 
When viewers power on their connected TV devices, the home screen is the first thing they see &ndash; and the first moment they enter &ldquo;discovery mode,&rdquo; a high-value state where attention is focused and decisions are being made. Unlike passive scrolling on social or habitual channel flipping, this is a moment where viewers are focused, intentional, and receptive &ndash; prime territory for advertisers.
Consider this: 82% of viewers don&rsquo;t always know what they want to watch when they turn on the TV,1 and 62% actively surf or scroll to find content.2 Even more telling, 65% spend at least six minutes exploring before making a choice.2 That&rsquo;s six uninterrupted minutes of engagement, time when viewers are receptive to influence and open to suggestions. For advertisers, this is an opportunity to shape the viewing journey before it even begins.
&nbsp;
Why Home Screen Ads Stand Out: A Better Viewer Experience 
Home screen ads don&rsquo;t interrupt the experience &ndash; they complement it. Positioned at the very start of the viewing session, these ads feel natural and even helpful, guiding viewers toward content they might enjoy. Research backs this: 58% of viewers say home screen ads fit seamlessly into their experience and 59% find them unique and attention-grabbing.3 In other words, these placements aren&rsquo;t simply tolerated, but they&rsquo;re noticed and appreciated, associated more with discovery and relevance rather than disruption.
And this isn&rsquo;t just theory &ndash; it translates into real, measurable results. In a recent Xumo campaign, households exposed only to home screen ads accounted for 31% of impressions but drove 47% of sign-ups.4 Even more striking, viewers exposed to home screen ads were 142% more likely to sign up compared to those who weren&rsquo;t exposed.4 That&rsquo;s proof that meeting viewers in discovery mode doesn&rsquo;t just capture attention &ndash; it drives conversion &ndash; and for advertisers, this means home screen ads aren&rsquo;t just branding &ndash; they&rsquo;re performance drivers.
&nbsp;
Best Practices for Advertisers 
To maximize impact, advertisers should focus on three key strategies. First, connect your brand with content by aligning placements with relevant moments, such as sponsoring a holiday movie collection, to drive contextual relevance. Next, build a full-funnel strategy by pairing home screen ads with in-stream video, ensuring frequency and recall throughout the viewer journey. Finally, tailor your call-to-action to align with the purchase funnel by incorporating interactive elements like QR codes, promotional offers, or in the case of media/entertainment advertisers, click to watch, which can boost engagement and provide measurable conversions.
Home screen advertising is more than just a new tactic &ndash; it&rsquo;s becoming a cornerstone of CTV strategy in today&rsquo;s streaming era. By meeting viewers at the start of their journey, brands can make a lasting impression and drive meaningful outcomes. Ready to put these insights into action? <a href="https://xumo-cms.directus.app/assets/7fed8189-536f-4daa-94d5-796a0ddd3d1b">Download the full Xumo Advertising report</a> now to explore detailed data, best practices, and strategies that will help you maximize the impact of home screen advertising.
&nbsp;
Sources:
<ol>
<li>StreamTV Insider, &ldquo;Consumers Spend More Time Viewing but Use Fewer Video Services,&rdquo; 9/6/23.</li>
<li>Comcast Advertising, Content Discovery in a Multiscreen TV World, 2023.</li>
<li>Dynata survey commissioned by Comcast. May 2025. n=1,000. US respondents.</li>
<li>Analysis of XUMO advertiser campaign from Comcast Ad Exposure data matched to Internal Paid subscription data. Campaign Dates: Mar 2025. Control Method: Footprint-Based Control.</li>
</ol>

Explore insights from Xumo's latest report on why the CTV home screen is prime real estate for advertisers - and how it&rsquo;s shaping viewer choices in the streaming era.

All you can stream

Free entertainment
on any screen

A better way to stream

All the top apps

Get 6 months of Peacock Premium at no extra cost

Take your business
to the next level

What’s new with Xumo?

AI, Identity, and the Evolution of Streaming

How Xumo, DirecTV Are Fighting Fragmentation

How Home Screen Ads Influence Viewer Decisions

All you can stream

Free entertainmenton any screen

A better way to stream

All the top apps

Get 6 months of Peacock Premium at no extra cost

Take your businessto the next level

What’s new with Xumo?

AI, Identity, and the Evolution of Streaming

How Xumo, DirecTV Are Fighting Fragmentation

How Home Screen Ads Influence Viewer Decisions

Free entertainment
on any screen

Take your business
to the next level