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Big Bets Coming out of CES 2025: Biddable CTV, Data-Driven Curation & the End of ‘Ad Tax’ Nonsense

OpenX

During the 2025 Las Vegas Consumer Electronics Show (CES), Matt Sattel , Chief Revenue Officer at OpenX joined Nicole Pruess from Marketecture Media and guest host of The Advertising Forum. Data-driven curation goes beyond site-lists and brand safety Curation may have been the biggest buzzword of 2024, but it didnt come out of nowhere.

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In CTV’s New Era, Curation Gets Smarter: PubMatic & IRIS.TV Expand What’s Possible

PubMatic

As the 2025 upfronts come to a close, advertisers are facing more than just shifting budgets. Publishers passing IRIS_IDs in bid requests have seen eCPM lifts by 20-25%, driven by increased advertiser demand for high-performing impressions. Together, we can redefine the future of CTV advertising.