The Infillion Team’s CES 2025 Takeaways

The annual CES trade show always offers a captivating glimpse into the future of technology and innovation, where advancements are framed not just around gadgets and robots, but through how they shape the lives of consumers – and this year, of course, through the ever-present lens of AI.

A team of Infillionaires were on the show floor and at the forefront of these conversations, sharing insights, participating in panels, and exploring the transformative role of technology across industries. Here’s what they reported back.

Shoppable Video: CTV’s Blank Slate for Engagement

One of the most significant trends highlighted at CES was the evolution of shoppable video, particularly on connected TV platforms. Jeff Zito, SVP of Client Partnerships at Infillion, shared his enthusiasm for the creative possibilities of CTV, calling it “a big, beautiful full-screen ad format that provides marketers a blank slate.”

He referenced a session led by George Manas, CEO of OMD, which emphasized the growing potential of shoppable CTV. “Soon, you will be able to talk to your TV and put products in your cart,” Zito said, pointing to the convergence of technology and commerce.

At Infillion, we’ve already embraced this future. Our shoppable ad units leverage innovative technology to create engaging experiences that reduce friction in the purchase journey, through enhancements like our ShopX Add To Cart and Live Price Check CTAs.

Personalization Through Data and Analytics

Our Chief Growth Officer, Laurel Rossi, took center stage at the “Personalizing Advertising: Leveraging Data and Analytics” panel at CES’ C-Space activation. She joined leaders from Uber, Pinterest, and DoubleVerify to discuss the importance of turning abundant data into actionable insights.

“In a world filled with data signals, there needs to be more investment in measuring real attention, conversion, and ad interactions,” Rossi said.

She also stressed the need for standardization, noting that while setting goals for engagement metrics has been challenging, it’s more critical than ever.

Infillion’s work aligns with these 2025 data priorities. By combining robust data analytics with user-centric design, we help advertisers not only capture attention but also convert it into measurable outcomes. This focus on authentic engagement ensures campaigns resonate with audiences and achieve meaningful results.

AI Takes the Spotlight

Obviously, the impact and efficiencies of artificial intelligence dominated discussions at CES, marking a shift from speculative potential to real-world application. As Troy Kehoe, Managing Director of Infillion’s InStadium division, noted, “AI was mentioned in nearly every conversation I had, not just about tech but about its real-world impact on consumers.”

AI’s influence on digital advertising is transformative, enabling precise audience targeting and personalized messaging at scale. Kehoe highlighted how AI can help advertisers cut through the noise and deliver messages that matter. “Advanced targeting allows us to cut through clutter to make a more meaningful impact,” he said.

Jean-Luc Tremblay from Infillion’s Analytiks.ai team underscored the importance of balancing AI innovation with privacy. Speaking on a panel called “The All-Seeing Store” with leaders from major players like Intel, Tremblay discussed how technology can bridge the online and offline worlds, offering advertisers a complete view of consumer behavior while adhering to strict privacy regulations.

“At Infillion, we collect first-party data that provides a true 360-degree view between online and offline worlds,” Tremblay said. “This enables more precise targeting and ensures compliance with the highest state and global privacy standards.”

Disney, NBCUniversal, and the Streaming Wars Continue

Disney and NBCUniversal made headlines at CES with major announcements about their ad-supported streaming platforms. Disney, for one, revealed plans to expand custom ad options for ESPN+ and highlighted its 157 million global ad-supported subscribers across Disney+, Hulu, and ESPN+. Meanwhile, NBCU launched new ad formats for live events on Peacock and debuted Universal Ads, a self-serve platform for small businesses.

These developments reflect a broader trend toward using live sports as a competitive advantage in streaming. As Jeff Zito noted, “CTV offers an unmatched opportunity for advertisers to create engaging, full-screen experiences.” This aligns with Infillion’s expertise in delivering impactful, shoppable CTV ad formats that engage viewers during key cultural moments.

Infillion’s Vision: A Connected, Consumer-First Future

The insights from CES 2025 reaffirm Infillion’s commitment to innovation and consumer-centric advertising. As our Chief Growth Officer Laurel Rossi said, today’s advertisers must navigate a world of abundant data and shifting consumer expectations. Infillion is uniquely equipped to meet this challenge, offering a suite of tools that blend creativity, technology, and analytics.

Whether it’s delivering shoppable CTV experiences, leveraging AI for advanced targeting, or providing a 360-degree view of consumer behavior through first-party data, Infillion remains at the forefront of the industry.

From the rise of AI to the evolution of CTV and the continued growth of ad-supported streaming, CES 2025 showcased a world of possibilities. But the future of advertising is not just about technology—it’s about how that technology improves lives. At Infillion, we’re proud to lead the way, creating connections that matter and driving results for our partners.

As these trends reshape the industry, we’re excited to help brands navigate this new landscape with innovative, consumer-first solutions.

Want to talk about the future? Infillion’s team is down. Reach out to us here.