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2026 Consumer Electronics Show; Steve Noviello Offers an Inside Look

On Jan. 6, Consumer Electronics Show in Las Vegas, Nevada officially kicks off, with sources framing it as the precursor to mid-year upfronts and a likely year of ad-tech consolidation.
Investors and buyers are pushing smaller, defensibility-driven ad tech deals that prioritize proprietary data and AI integration amid the current AI hype cycle.
Product reveals included Amazon using CES as a feedback tour for 2026 planning and launching Max Campaign to simplify activation for smaller advertisers, while Samsung Ads partnered with Snowflake for deeper outcome data.
Deal sources report bankers and corporate development executives debate M&A offsite at Cosmopolitan Hotel while deal volume cools and the industry’s largest DSP plans a 2025 Sincera repeat amid competition.
Analysts say these signals reflect consolidation and AI-driven trends expected to continue this year, with some predicting The Trade Desk will re-enter the market.

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