Omnicom announced the next generation of Omni, its marketing intelligence platform, and a new partnership with Walmart to connect the retailer’s purchase data to the holdco’s influencer efforts on Instagram. The agency also unveiled a new effort to address TV’s frequency capping problem: integrating TV viewing data from Roku, audience data from Acxiom and shopper insights from Amazon Ads within its Omni platform. Acxiom, now part of Omnicom post-IPG merger, could also help Omnicom strengthen its closed-loop attribution and, in turn, cut down on ad waste.

NBCUniversal, independent agency RPA, FreeWheel and Newton Research joined forces to help agencies use agentic AI for premium video investment executions across linear and digital, including live sports. NBCU stresses that, rather than replace programmatic players, AI agents help automate TV advertising processes that elude traditional programmatic models, from automating logistics such as RFPs and partner communications to approving creatives. As AI becomes more critical to omnichannel advertising workflows, this particular tie-up also serves as a testament to the unique use cases of agentic AI for TV advertising workflows in particular.

Also at CES, Havas introduced AVA, its global AI portal built to provide secure, centralized access to AI models. The new product taps existing large-language models including Google’s Gemini, OpenAI’s GPT-5 and Claude to help Havas employees more easily build new applications, presenting an opportunity for increased workplace productivity. AVA will begin rolling out this spring.

Yahoo DSP announced the integration of Agentic AI as a next-generation intelligence layer that lets advertisers bring their own AI models, use Yahoo DSP native agents or connect both through secure, interoperable APIs such as the Model Context Protocol. As agentic AI becomes central to media planning and buying, programmatic players must create interoperable workflows that ease the barriers of fragmentation.

OpenX Technologies introduced OpenX Build, a new software suite to help brands and agencies sharpen ad performance and cut down on operational complexity by tapping first-party data and applying their own custom logic in real time. By shaping bidding strategies before the auction begins, OpenX Build aims to help buyers focus their spend on the impressions that matter most for their business objectives.

According to Hub’s semi-annual “TV Advertising: Fact vs. Fiction” study, more viewers are opting for ad plans to save money while fewer viewers report intolerance for ads. More viewers chose a strictly ad-supported mix of subscriptions over the past 18 months, and as of December, one-third of respondents said they only use ad-supported services, a significantly higher number than in June 2025.

StackAdapt launched its National Provider Identifier (NPI) Targeting and Reporting capabilities, enabling pharmaceutical marketers and healthcare agencies to run deterministic campaigns across CTV, video, display, native and audio without managed service workflows or third-party handoffs. As stricter regulations on pharma advertising loom, StackAdapt strives to help pharma buyers deliver effective omnichannel campaigns without sacrificing compliance.

Gracenote and Index Exchange teamed up to bring show-level reporting directly to the SSP. As advertisers continue to demand more granular streaming TV signals and a higher degree of transparency, Index Exchange hopes to woo buyers with easy programmatic access to Gracenote’s show-level reporting that can help both buyers and sellers maximize the value of their investments.

Roku is the first major streaming publisher to adopt iSpot’s Outcomes at Scale offering to give brands a more accountable, performance-driven way to run streaming campaigns on the Roku platform. Through the integration, Roku advertisers can use iSpot-attributed outcomes to measure ROI, refine creative and drive tangible business results like web conversions.

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Albertsons Media Collective introduced in-store incrementality measurement to demonstrate the causal effect of in-store media and incremental sales. The effort aims to give advertisers a clearer understanding of campaign attribution across channels to bolster buyer confidence that media investments will result in net-new sales.

WPP announced the launch of its Agent Hub on WPP Open, its AI platform for marketing. The offering codifies decades of proprietary data, strategic capabilities and institutional best practice into advanced AI agents. It’s also a testament to the rising importance of AI in advertising workflows and the competition among agency holding companies to be seen as the one-stop-shop for automated and performant media strategies.

Samsung Ads joined forces with Snowflake, the data cloud and clean room provider, to expand the reach and accessibility of Data+, its proprietary data-as-a-service offering. Samsung Ads aims to help buyers increase ad performance while reducing ad wastage by making it easier to understand ad exposure data across channels.

Brand lift measurement technology company Brand Metrics showcased new technology at CES meant to help clean up CTV ad measurement. The new technology is designed to deliver interactive surveys across streaming environments without the need for an in-app SDK, helping publishers activate, measure and monetize newer ad formats such as pause ads.

Xumo launched an advanced identity solution to help advertisers connect with streaming audiences more effectively. The solution combines Xumo’s first-party viewership data with several identification providers including TransUnion, The Trade Desk’s Unified ID 2.0 and LiveRamp’s RampID. Identity is an increasingly important component of industry efforts to improve audience planning, as evidenced by the growing number of alternative IDs.

DirecTV Advertising announced the programmatic enablement of inventory available via DirecTV Remote, including digital out-of-home inventory in spaces such as hotels and airports. While introducing more premium CTV video options to the DOOH marketplace, DirecTV strives to make it easier for marketers to connect with consumers throughout the consideration journey.

DirecTV for Business, meanwhile, launched a streaming TV solution for small businesses nationwide. The offering will include tools that help small business owners determine if streaming or satellite is a better option for their location and campaign objectives. The offering comes as publishers search for more ways to make TV advertising accessible for small businesses.