AI was everywhere at CES 2026, from robots to toilets and toys. The race to define the next computing interface is on, agentic ad tech is emerging, and health wearables are pushing further into physiological data. Best in show: Lego’s Smart Brick.

WunderKIND Ads announced an integration with Yahoo DSP Thursday that will unlock scalable access to Wunderkind’s connected TV (CTV) pause ad inventory through private marketplace (PMP) deals. Wunderkind’s and Yahoo DSP’s integration delivered a 12.6% lift in purchase intent for what the announcement refers to as a “leading luxury retailer”; an almost 10% lift in brand favorability; and a 28% more cost-effective CPC than the retailer’s holiday average. Those using Yahoo DSP can now take advantage of Wunderkind’s high-performing pause ads, unlocking scalable access to formats proven to lift purchase intent, strengthen brand perception, and drive more efficient results.

By the end of 2025, CTV will overtake linear TV in key metrics like viewing share, viewing households, time spent, and content spending. CTV ad spend with then be set to surpass traditional TV spend in 2028.

Netflix and Amazon Ads have struck a global partnership to bring Netflix’s ad inventory to Amazon’s demand-side platform (DSP) across 12 markets, including the US, UK, France, Japan, and Brazil. The move expands Netflix’s programmatic footprint as it aims to nearly double US ad revenues this year and approach $3 billion globally by 2027. For Amazon, adding Netflix strengthens its DSP’s position; the deal underscores a shift toward centralized TV planning, where Amazon’s DSP increasingly serves as the central gateway for connected TV advertising.

Major web publishers, including Reddit, Yahoo, Medium, and Quora, are joining forces to push for a new content licensing system for AI publishers. The group is backing Really Simple Licensing (RSL), an open standard that lets publishers dictate how AI bots scrape their content and includes payment and royalty requirements. If publishers’ collective action can successfully enforce licensing terms for content scraping, regulators may follow with broader mandates. Visibility inside generative engines could change, pushing marketers to further prioritize generative engine optimization (GEO) strategies and comprehension of how AI responses source, cite, and surface branded content.

Chrome is the hottest browser no one can buy—yet: OpenAI, Yahoo, and Perplexity are lining up to bid if the DOJ forces a Google sell-off, eyeing a shortcut to AI search dominance.

CEO Aravind Srinivas says Comet will track user activity to build deep profiles for hyperpersonalized ads but risks alienating privacy-focused users.

DuckDuckGo keeps AI search optional, giving privacy-conscious consumers rare control over how, when, or if they see AI-generated answers.

Banning Google’s search payments will threaten browser stability, push Apple to adapt, and create openings for competitors like Bing and DuckDuckGo.

The tool could shift users away from Google and Bing, embedding AI search across Meta’s ecosystem and unlocking fresh ad revenue streams.

On today's special edition episode of the Behind the Numbers podcast, eMarketer analyst Jasmine Enberg and Yahoo Finance Senior reporter Alexandra Canal discuss the creator economy during "The Creator Era: How Creators Are Redefining Media, Marketing and Commerce" at the 2024 NAB Show NY.

Made for advertising sites still claim 13% of programmatic ad spend: Despite major efforts from exchanges, the MFA problem still hasn’t been solved.

Spotify can expect another strong year for ad revenues: Investor pressure has the company capitalizing on podcasts for a video advertising expansion.

Kroger Precision Marketing, Kroger’s retail media network, has partnered with Yahoo Advertising to enable advertisers using Yahoo’s DSP to leverage Kroger’s first-party data to reach a more targeted audience.

As retail media enters its next phase, marketing efforts are moving up the funnel toward new formats like open web, social, and streaming TV. By leveraging partnerships with social media companies, streaming platforms, and publishers, retail media networks can reach consumers earlier in the buying cycle and build brand awareness.

Despite a surge in ads, connected TV (CTV) faces the same challenge as traditional TV: getting consumers’ attention. Our analyst Paul Verna shares why co-viewing won’t hurt CTV’s targeting abilities and how too much repetition may make ads ineffective.

Tech layoffs hit Twilio, LinkedIn, Ford, and Yahoo: We could be facing a secondary wave of cost-cutting in the tech field. The good news is opportunities are open in other industries.

A fading internet giant meets a fading ad format: Yahoo acquired a 25% stake in programmatic ad firm Taboola in a harbinger of bigger deals on the horizon.

Lowe’s teams up with Yahoo to enhance retail media network: The partnership lets advertisers run off-site omnichannel campaigns and improves measurement and attribution.

Identity resolution is in a state of flux in the US advertising industry, with third-party browser cookies and mobile IDs being ushered out in the name of consumer privacy.