Year after year, CES signals where marketing is headed next. In 2026, the message was clear. Progress comes from connecting data, intelligence, and outcomes with discipline, not spectacle. Across AI, programmatic media, and measurement, the same priorities surfaced again and again. Under the bright lights of Las Vegas, three themes cut through, and each one pointed to a future where data, intelligence, and outcomes move in lockstep. Here are the three themes that defined CES 2026. Agentic AI proved that it’s only as good as its data inputsAI was once again the star of the show. At CES 2026, marketers focused less on demos and more on proof that AI improves decisions, reduces friction, and drives outcomes. Every credible use case traced back to accurate, privacy-first data. What changed at CES was how that intelligence is being applied. Agentic AI systems designed to act autonomously are moving beyond insights and into execution. From media buying to optimization, these agents are increasingly expected to make decisions at speed and scale. That shift raises the stakes for data quality. When AI is operating campaigns, not just informing them, accuracy and privacy are non-negotiable. Without accurate, privacy compliant data, AI agents struggle to reflect real behavior or support responsible personalization. A reliable, privacy-first data foundation is what turns AI from an interesting experiment into an operational advantage. That advantage gets even stronger when it’s anchored in an identity graph that understands people and households across channels. When identity and intelligence move together, AI becomes more accurate, accountable, and effective at driving outcomes. In an AI first world, the strongest signal isn't scale. It's data quality. Curation goes mainstreamCuration is no longer experimental. At CES, it showed up as an mandated capability for buyers and sellers navigating fragmented signals and complex supply paths. Marketers want intentional media buys they can explain, defend, and repeat. AI is accelerating this shift. As AI systems take on more responsibility for planning, packaging, and optimization, curation provides the guardrails. It defines what “good” looks like (premium supply, trusted data, and clear performance goals), and allows AI to operate within those constraints driving the optimal outcomes for marketers. Rather than maximizing inventory access, curation prioritizes control, transparency, and performance. Buyers want premium supply aligned to specific goals. Sellers want clearer paths to demand. They can play the odds or own the outcome. When data leads, they own it. When curation is powered by high-fidelity audiences and a connected identity framework, it becomes even stronger. That’s what allows curated deals to deliver clarity, confidence, and repeatable performance.This shift reflects a broader move away from probability-based buying toward outcome ownership, where AI-driven systems are measured not on activity, but on results. Activation and measurement finally shared the same stageActivation and measurement are now coming together around shared data and identity. CES 2026 marked a turning point where closing the loop felt achievable, not aspirational. Both the buy- and sell-sides face pressure to show that media investment drives outcomes. Agentic AI was a quiet driver of this optimism. As AI agents increasingly manage activation decisions in real time, marketers need measurement systems that can keep up. That requires a shared data and identity foundation. One that allows AI-driven actions to be evaluated against outcomes consistently, across channels and partners. Achieving that requires a consistent identity spine that connects planning, activation, and outcomes across channels. And that spine is strongest when it’s built on accurate, privacy-first data and audiences that understand people and households. That connection allows marketers to move beyond proxy metrics and evaluate performance based on tangible results. When campaigns and measurement rely on the same data foundation, AI driven platformscan optimize toward outcomes such as new customers, account growth, or in-store activity, not just delivery metrics. That’s the connective layer that turns disconnected touchpoints into a measurable, outcomes-based system. The takeawayCES made one thing clear: agentic AI is moving marketing from intention to execution. But only for teams with the right foundation.AI is maturing, but only for teams with accurate, connected, privacy-first data that AI agents can act on responsibly.Curation is scaling, giving both humans and AI systems clearer paths to quality, control, and differentiation.Activation and measurement are aligning, allowing AI-driven decisions to be judged on outcomes, not assumptions.We’re building for that world today. One where agentic AI operates on a trusted data and identity foundation, curation defines the rules, and outcomes determine success. With the right foundation and the deep data inputs, you can move faster, reduce risk, and let intelligence (human and artificial) work together to deliver results that last long after the neon lights fade. 3 quotes Quote 1 – Sheila [approved]In healthcare, accuracy is everything. Our clients need to reach patients and healthcare professionals in ways that respect privacy while driving meaningful outcomes. CES underscored that privacy, identity, and measurement must work in harmony. That’s how health marketers reduce risk and increase the likelihood that every message leads to better care.Sheila Wirick, Sales Director, Health, Experian Quote 2 - Chris M [approved]“Our sell-side clients walked into CES asking how to stand out in a crowded landscape. The answer kept coming back to data-driven curation. With Experian Audiences and Curated Deals, SSPs and publishers can improve targeting within PMPs, package inventory more intelligently, and prove value with confidence. As we head into 2026, data is no longer a supporting input. It needs to be at the center of every conversation.”Chris Meredith, Head of Sell-Side, Experian Quote 3 – Greg [approved]“This year's CES made agency priorities crystal clear. Efficiency, differentiation, and outcomes. As agentic AI takes on more responsibility across planning, activation, and measurement, Experian gives agencies a robust data and identity foundation they can trust to own the outcome for every client.”Greg Williams, Chief Operating Officer, Experian FAQsWhat was the biggest shift discussed at CES 2026 for marketers?The biggest shift was the move from hype to accountability. Marketers focused on data quality, intentional media buying, and outcome-based measurement rather than experimental technology.Why did AI discussions emphasize privacy-first data?Privacy-first data supports accuracy, compliance, and trust. AI models built on unreliable or opaque data struggle to reflect real consumer behavior and create risk for brands.How does curation help reduce programmatic complexity?Curation simplifies buying by pairing premium inventory with specific audience and performance goals. This approach reduces waste and creates clearer, more repeatable buying paths.What does it mean to align activation and measurement?It means using the same identity and data foundation to plan campaigns and evaluate results. This alignment allows marketers to measure success based on business outcomes, not just delivery metrics.Why is identity central to all three CES themes?Identity connects data across channels and stages of the customer journey. It enables accurate AI, effective curation, and consistent measurement within one system.

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