The Ultimate CES 2025 Recap: Insights and Opportunities

While there are some who view CES in the lens of flying cars and paper-thin TVs (and sure, there were plenty of those, too), each year reminds us that it is much more than that. From where we were standing, it was more like a bustling cacophony of brands, innovation, and caffeine-fueled networking.

We’re excited to give what no one asked for: two advertising sales guys' perspective on CES 2025. Here's what went down at the convention, meetings, and, casual casino floor conversations - the highlights, the hustle, and the hot opportunities on the Yahoo DSP. 

The Advertising Landscape: Key Observations

Supply Chain Challenges and Consolidation:

• SSPs are adapting to an evolving market out of necessity, and smaller firms are eager to monetize curated inventory while larger publishers consolidate their dominance.
• These dynamics emphasize the need for advertisers to improve clarity and exercise control in their media buys.
• Curation remains a central theme as brands and agencies prioritize smarter, more efficient ad ecosystems. The buzzword is finding its legs.

Addressing Brand Safety Concerns:

• Social platforms face continued (and growing) scrutiny over misinformation and eroding trust.
• As a result, advertisers are exploring alternatives, focusing on environments that prioritize transparency, accountability, and where their brand best fits.

Maturing Retail Media Networks (RMNs):

• RMNs are transitioning from novel opportunities to essential tools. Advertisers now demand scale, accuracy, and seamless integration into broader omnichannel strategies.
• The fragmentation in RMNs suggests an impending wave of consolidation as brands seek fewer, more robust partnerships.
• There’s a running joke that “everything is an ad network”. While increasingly true, where do they all fit?

The Role of DSPs in Workflow Optimization:

• DSPs are doubling down on AI-powered tools to streamline workflows and automate complex processes.
• These tools are enabling advertisers to reduce manual tasks, freeing up teams to focus on strategy and creativity.
• Enhanced API integrations are creating seamless connections between DSPs, analytics platforms, and creative tools, ensuring smoother execution across campaigns.
• Agencies are increasingly leveraging DSPs for audience insights that drive smarter decision-making, helping to refine targeting and maximize return on investment.

Capitalize on Opportunities via Yahoo DSP

Supply Path Intelligence for Sustainability and Quality
‍New partnerships with Jounce Media, Peer39, and Scope3 empower advertisers with:

• Optimized supply paths that prioritize performance and sustainability.
• Comprehensive insights into inventory quality and segmentation.
• Tools to reduce carbon footprints while ensuring impactful campaign delivery.

This focus on smarter, greener solutions is increasingly important as brands align with consumer and industry demands for sustainability. It also provides advertisers with levels of direct control and transparency in supply that they haven’t had to date. 

Premium and Scalable Supply
‍Yahoo DSP connects advertisers with unparalleled access to both premium owned and operated inventory and a vast network of high-quality third-party supply. Advertisers benefit from:

• Access to high-quality placements across trusted environments, driving meaningful engagement.
• Scalable solutions designed to meet diverse campaign needs with precision.
• Expanding access, including recent certification by Disney for Live Sports content.

This powerful combination of premium and third-party supply ensures advertisers achieve the scale they need without compromising quality.

RMN Integration for Omnichannel Success
‍Retail Media Networks are a growing priority, and Yahoo DSP simplifies the retail media experience by providing:

• Seamless integration with RMNs to unify data across channels.
• Advanced targeting and measurement tools to enhance campaign precision.
• The ability to deliver impactful campaigns that leverage RMN data for omnichannel strategies.

Our capabilities continue to bridge RMNs with broader advertising efforts, across channels, devices, and strategies.

Unlocking CTV Potential with Roku Collaboration
‍Our groundbreaking partnership with Roku enhances CTV opportunities across identity, data, and supply by:

• Integrating Yahoo ConnectID with Roku Data Cloud to unlock premium CTV inventory.
• Offering advertisers precise targeting using Roku’s unique TV data within Yahoo DSP.
• Activating Roku supply directly through Yahoo Backstage, ensuring transparency and control.

This collaboration underscores Yahoo DSP’s commitment to delivering cutting-edge solutions in the still-growing CTV space. The need for buyer choice and control in data and supply is as true for CTV as any other channel.

Flexibility and Customization for Advertisers
‍Yahoo Blueprint offers a robust suite of tools and capabilities that make advertising faster, simpler, and more effective:

• Advanced AI processes 10x more data for accurate predictions and smarter bidding, boosting efficiency and reducing manual work.
• A 90% faster feedback loop ensures quick budget delivery and better traffic predictions, minimizing the need for constant monitoring.
• Automated tools and clear guidance simplify complex tasks, letting advertisers focus on strategy over routine work.

By prioritizing flexibility and advertiser control, Yahoo DSP ensures campaigns are both efficient and impactful.

Looking Ahead: Balancing Innovation and Execution

The insights from CES 2025 highlight a clear mandate for the industry: control, efficiency, and adaptability are critical for success. For advertisers, this means:

• Prioritizing partnerships with platforms that deliver actionable insights and measurable outcomes.
• Leveraging AI-driven tools to streamline workflows and enhance campaign precision.
• Emphasizing brand safety and accountability in an era of heightened consumer scrutiny.

Yahoo DSP exemplifies these principles, offering solutions that are not only innovative but also practical for today’s challenges. Its commitment to addressing advertisers' needs through privacy-first technology, sustainable practices, and unparalleled choice ensures it remains at the forefront of the industry.

As our marketplace continues to evolve, Yahoo DSP is not just a participant but an active leader, driving meaningful change and empowering advertisers to thrive in an increasingly complex environment.

What’s Next? Ready to explore how Yahoo DSP can elevate your campaigns? Contact us to learn more about the tools and innovations shaping the future of advertising.