The winds of change have swept through the marketing landscape, and the message from CES 2026 is resounding: AI in programmatic advertising is no longer a futuristic possibility; it's a present-day imperative. The focus has shifted from dazzling demos to demonstrable results, demanding that marketers embrace AI-driven strategies to achieve tangible business outcomes. See our Full Guide
This isn’t about the spectacle; it’s about the science. It’s about connecting data, intelligence, and outcomes with discipline to unlock unparalleled efficiency, differentiation, and ultimately, ROI. The mandate for 2026 is clear: adopt AI in programmatic, or risk falling behind.
The Rise of Agentic AI: From Insights to Execution
At the heart of this transformation lies the emergence of agentic AI systems. These aren't your grandfather's reporting dashboards. Agentic AI is designed to act autonomously, moving beyond simply providing insights to actively executing strategies. From media buying to real-time campaign optimization, these intelligent agents are increasingly responsible for making decisions at scale and speed.
This evolution raises the stakes significantly. When AI is actively managing campaigns, the accuracy and privacy of the underlying data become non-negotiable. A faulty data foundation can lead to misdirected campaigns, wasted resources, and, crucially, a breach of consumer trust.
Data Quality: The Bedrock of AI Success
The old adage "garbage in, garbage out" has never been more relevant. Without accurate, privacy-compliant data, agentic AI systems struggle to reflect real consumer behavior or deliver responsible personalization. A reliable, privacy-first data foundation transforms AI from an experimental tool into a powerful operational advantage.
This advantage is amplified when anchored in a robust identity graph that understands individuals and households across all channels. When identity and intelligence work in concert, AI becomes more accurate, accountable, and effective at driving the desired business results. In this AI-first world, data quality, not sheer scale, is the strongest signal.
For agencies, this means prioritizing data partners that can provide a robust and trustworthy data and identity foundation. As Experian's insights from CES highlighted, efficiency, differentiation, and outcomes are paramount. Agencies need to confidently own the outcome for every client, and that requires a data foundation they can trust.
Curation: Guiding AI with Intent
The complex, fragmented digital advertising landscape demands a strategic approach to media buying. This is where curation comes in. Curation is no longer an experimental tactic; it's a mandated capability for buyers and sellers navigating complex supply paths and fragmented signals.
Marketers demand intentional media buys that are transparent, defensible, and repeatable. AI is accelerating this shift, but it requires guardrails. Curation defines what "good" looks like - premium supply, trusted data, and clear performance goals - enabling AI to operate effectively within those parameters and deliver optimal results.
As sell-side clients at CES echoed, data-driven curation is the key to standing out in a crowded landscape. Platforms that can improve targeting within Private Marketplaces (PMPs), package inventory more intelligently, and prove value with confidence will thrive. Data is no longer a supporting input; it must be at the center of every conversation.
Curation prioritizes control, transparency, and performance over simply maximizing inventory access. Buyers want premium supply aligned with specific goals, and sellers want clear paths to demand. When data leads the way, ownership of the outcome becomes a reality. When curation is powered by high-fidelity audiences and a connected identity framework, its power is further amplified, delivering clarity, confidence, and repeatable performance.
Closing the Loop: Activation and Measurement in Harmony
CES 2026 marked a pivotal moment where closing the loop between activation and measurement felt achievable, not just aspirational. Both the buy-side and sell-side are under immense pressure to demonstrate the tangible impact of media investments. Agentic AI is a critical driver of this optimism.
As AI agents increasingly manage activation decisions in real-time, marketers require measurement systems that can keep pace. This demands a shared data and identity foundation, one that enables consistent evaluation of AI-driven actions against outcomes across all channels and partners.
Take the healthcare industry, for example. Accuracy is paramount. Reaching patients and healthcare professionals in a privacy-respecting manner while driving meaningful outcomes is the ultimate goal. Privacy, identity, and measurement must work in perfect harmony to reduce risk and increase the likelihood that every message leads to better care.
Achieving this requires a consistent identity spine that connects planning, activation, and outcomes across all touchpoints. This spine is strongest when built upon accurate, privacy-first data and audiences that understand people and households. This connection allows marketers to move beyond proxy metrics and evaluate performance based on tangible results, such as improved patient outcomes or increased medication adherence.
The Path Forward: Embracing the 2026 Mandate
The 2026 mandate is not just a technological shift; it's a fundamental change in how marketing operates. To thrive in this new era, business leaders must:
- Prioritize Data Quality: Invest in robust, privacy-compliant data sources and identity solutions.
- Embrace Agentic AI: Explore and implement AI-powered systems that can autonomously manage and optimize campaigns.
- Champion Curation: Adopt a strategic approach to media buying that prioritizes transparency, control, and performance.
- Connect Activation and Measurement: Implement a shared data and identity foundation to enable consistent evaluation of campaign performance across all channels.
The future of programmatic advertising is here, and it's powered by AI. By embracing these strategies, businesses can unlock unprecedented efficiency, differentiation, and ultimately, achieve the tangible business outcomes that matter most. The time to act is now.