If there was one clear message coming out of CES 2026, it was this: advertisers no longer want promises. They want performance, measurement and accountability.
According to a detailed industry note from Wedbush, artificial intelligence is rapidly becoming the engine that ties all three together across media, entertainment and connected television.
Wedbush said discussions at CES were dominated by AI-enhanced advertising measurement, with brands increasingly able to track user journeys from content discovery through to shopping intent and ecommerce conversion.
As streaming platforms improve their ability to measure outcomes, advertisers are prioritising return on investment over headline CPMs.
That shift is already visible at Netflix Inc (NASDAQ:NFLX, XETRA:NFC). Wedbush highlighted how ad pricing initially fell when Netflix launched its ad-supported tier, before rising steadily as the company improved its first-party data and measurement tools.
With stronger live content and viral hits late last year, CPMs are likely to have moved higher again, reinforcing the link between data quality and pricing power.
At Roku, the focus at CES was on diversification, including the launch of its low-cost subscription service, Howdy. But Wedbush noted that Roku’s real strength lies in advertising.
Deeper integrations with Amazon and new measurement partnerships are accelerating Roku’s ad capabilities, positioning it as a central player in connected TV growth through 2026 and beyond.
Measurement was also front and centre for The Trade Desk, which showcased its expanding partnership with Walmart Connect. The tie-up brings last-touch attribution and improved visibility across the customer funnel, offering advertisers an alternative to the closed ecosystems of social media platforms.
Gaming is emerging as another frontier. Roblox used CES to unveil new homepage ad formats and a slate of demand- and supply-side partnerships.
These moves dramatically expand advertiser access to Roblox’s vast daily user base, though Wedbush cautioned that execution must be careful as the platform rolls out age verification and navigates ongoing scrutiny around child safety.
Beyond advertising, Wedbush pointed to AI-driven efficiencies reshaping content production itself.
Post-production timelines are shrinking, dubbing and subtitling are faster, and global distribution is becoming cheaper. That should lead to more content in 2026, paired with more effective marketing to cut through an increasingly crowded landscape.
Hardware makers are adapting too. Logitech and Corsair are embedding software and AI services directly into devices, blurring the line between consumer electronics and media platforms.
Wedbush’s conclusion is straightforward. AI is no longer an experimental layer in media and entertainment. It is becoming the infrastructure that determines who captures advertising dollars... and who gets left behind.