Curated Couch at CES 2026

In this panel, experts from Comcast Advertising, Madhive, and Brooks Industries explore how identity helps advertisers plan, target, and measure campaigns across streaming, linear, and addressable TV to better connect with audiences and achieve meaningful results. They also discuss practical strategies for overcoming challenges such as signal loss and fragmented measurement to make smarter, data-backed decisions. 

Key topics include: 

• The importance of identity in planning, targeting, and measurement. 
• Overcoming signal loss to create a stable, household-based view of audiences.
• How advertisers can optimize campaigns across platforms to drive better outcomes. 

Learn how identity-based strategies help advertisers reach the right audiences and see real results. 

Agentic artificial intelligence (AI) is changing how decisions are made in media planning and buying, offering new ways to improve efficiency. In this panel, experts from Butler/Till, OpenX, Tracer, and Experian discuss which tasks are best suited for automation, where human expertise remains critical, and how to maintain accountability while embracing innovation. 

Key topics include: 

• The role of agentic AI in improving decision making and efficiency. 
• How to address challenges like data fragmentation and trust in AI systems. 
• Practical ways to integrate AI into workflows without losing transparency or control. 

Watch as the panel outlines the opportunities and challenges in using AI to improve media planning and buying. 

In this panel, experts from Claritas, Digitas, DAXUS, and Experian unpack how identity is making audio a more effective channel for reaching audiences across platforms. They discuss practical ways to connect with listeners, measure outcomes, and activate audio as part of cohesive cross-channel campaigns.

Key topics include:

• The role of identity in creating consistent messaging across audio, connected TV (CTV), and display.
• Improving audience targeting and measurement for audio.
• How audio complements other channels to drive incremental reach and business outcomes.

See how identity-driven audio strategies help brands reach audiences and deliver real results.

Healthcare marketers are utilizing advances in de-identified data and secure systems to connect with patients and professionals while maintaining trust and complying with strict privacy standards. Leaders from Datavant, PurpleLab, The Trade Desk, and Experian discuss how these tools are enabling campaigns that protect patient confidentiality and deliver measurable outcomes.

Key topics include:

• Building privacy-compliant strategies to reach patients and healthcare professionals.
• Using de-identified data to connect ad exposure to outcomes like prescriptions and procedures.
• Improving campaign performance with better audience insights and measurement.

Learn how healthcare marketing is creating meaningful connections while meeting the highest privacy standards.