[CES 2026]AI, Retail Media, and FAST Are Reshaping the Ad Industry
40+ Global Media & Advertising Leaders at C Space Studio — From Disney and TikTok to Walmart and Target
Creator Economy Hits $184.9B, Projected to Reach $376.6B by 2030 — Surpassing Traditional TV Ad Revenue
Disney-OpenAI Partnership Ushers in AI Content Era — Mickey Mouse Now Available on Sora
FAST Platforms Like Tubi, VIZIO, and LG Ad Solutions Emerge as New Channels for K-Content Global Distribution
CES C Space Studio — Where brand leaders discuss disruptive trends (Source: CES)
CES 2026 is just two weeks away. This year's C Space Studio will feature more than 40 global leaders in media, advertising, and entertainment sharing their outlook for 2026. AI-powered advertising technology, Retail Media Networks (RMN), CTV/FAST streaming, and the creator economy are the key themes.
According to Digiday's 'Future of TV Briefing,' 2025 was a year of upheaval for the media industry. Major M&A deals included the Paramount-Skydance merger, Netflix's attempted acquisition of Warner Bros. Discovery, and Disney's ESPN spinoff. AI-generated video entered the commercialization phase with the launch of OpenAI's Sora and Google's Veo 3. Nielsen's legacy measurement system was also phased out, ushering in a new 'measurement currency.'
CES 2026 C Space Studio is poised to be the key venue for gauging the direction of the advertising and media industry in 2026, building on these transformative changes.
Legacy TV Exits, Streaming-Centric Restructuring Accelerates
In 2025, media companies focused on divesting legacy TV businesses and restructuring around streaming. According to Digiday, NBCUniversal spun off Versant, and Lionsgate separated Starz. Paramount merged with Skydance to strengthen its streaming business.
The most notable development is Netflix's attempted acquisition of Warner Bros. Discovery. While not yet finalized, if this deal goes through, it will significantly reshape the streaming landscape. TikTok's U.S. business separation is also underway, with the White House stating that "the algorithm will also be controlled by America."
Creators Have Overtaken Traditional TV
User-generated content (UGC) is surpassing professionally produced content. According to WPP Media, more than half of content-driven advertising revenue in 2025 will come from platforms like TikTok, YouTube, Kuaishou, and Instagram Reels. Creator-generated revenue is projected to reach $184.9 billion this year, up 20% from 2024. By 2030, this market is expected to more than double to $376.6 billion.
Nielsen's The Gauge (November 2025): Streaming accounts for 46.7% of TV viewing, with YouTube leading at 12.9% (Source: Nielsen)
Netflix has added programming from YouTube stars like Ms. Rachel and Mark Rober, while FAST services like Fox's Tubi are actively incorporating creator content. YouTube has surpassed Disney to claim the top spot in TV screen viewing time share among all TV networks and streaming services.
CES 2026 will reflect these trends with leaders from next-generation platforms like Roblox, Reddit, and TikTok in attendance. Sessions with TikTok's David Kaufman (North America Product Head) and Reddit's Jyoti Vaidee (VP, Ads Product) will provide direct insights into creator platform advertising strategies.
AI Video: From 'Will Smith Spaghetti' to Disney Characters
AI-generated video, which was little more than a meme in 2023, entered the commercialization phase in 2025. Digiday reported that Google's Veo 3 added sound and dialogue, making fake video detection even more difficult. AI video platforms like OpenAI's Sora and Meta's Vibes have fully launched, and TikTok has introduced options to reduce AI-generated video exposure.
The pivotal turning point was the Disney-OpenAI partnership. With Disney characters like Mickey Mouse, Cinderella, and Darth Vader now available on Sora, a new era combining AI-generated content with IP has begun. At CES 2026, Microsoft's 'AI in Ads' session will showcase practical applications of AI advertising technology.
Retail Media Emerges as New Powerhouse in Advertising
The most striking change at CES 2026 C Space Studio is the massive participation of retail media players. According to the official CES schedule, major RMN operators including Walmart Connect, Kroger Precision Marketing, Target, Instacart, and PayPal Ads will all be present.
US Retail Media Ad Spending: From $51.9B (2024) to $97.9B (2028), +88.5% growth (Source: eMarketer, Nov 2024)
The reasons retail media is attracting attention are clear: precise targeting based on first-party purchase data, proof of ad effectiveness through closed-loop measurement, and value as an alternative to third-party cookie deprecation. According to eMarketer, the US retail media ad market will grow from $62.35 billion in 2025 to $97.91 billion by 2028, representing 21.3% of digital ad spending.
FAST: A New Channel for K-Content Global Distribution
Sessions from CTV/FAST players like Tubi, VIZIO Ads, LG Ad Solutions, and The Trade Desk (Ventura TV OS) are plentiful. The Free Ad-Supported Streaming TV (FAST) market is projected to grow from $5.8 billion in 2025 to $10.6 billion by 2030.
From a Korean content perspective, FAST represents a new opportunity. K-content global distribution, which has been centered on SVOD services like Netflix and Disney+, is expanding to ad-supported free models. Tubi is already actively programming K-dramas, and VIZIO and LG's smart TV platforms are showing interest in Korean content licensing.
Participating Brands at CES 2026 C Space Studio
CES 2026 C Space Studio participating brands including Disney, Fox, NBCUniversal, Walmart, Tubi, VIZIO, and more (Source: CES)
C Space Studio Full Interview Schedule
C Space Studio interviews published on the official CES website will take place January 6 (Tue) and 7 (Wed) at ARIA Resort. All sessions will be live-streamed on the official CES YouTube channel.
🎬 Watch CES 2025 C Space Studio Highlights: youtube.com/shorts/lMz9_YNg1Wk
January 6 (Tue) — Major Media & Ad Players ※ Yellow = Sponsored Content
Time | Speaker | Title/Company | Spons. |
|---|---|---|---|
9:00–9:15 | Scott Porretti | President, Katz Digital | |
9:15–9:30 | Laurie Keith | SVP, The Ad Council | |
9:30–9:45 | Karen Kovacs | President, NBCUniversal | |
9:45–10:00 | Lisa Coffey | CBO, iHeartMedia | ● |
10:15–10:30 | Don McGuire | CMO, Qualcomm | ● |
10:30–10:45 | Jeff Marootian | CEO, UL Standards | ● |
10:45–11:00 | Ryan Gould | President, U.S Ad Sales | |
11:15–11:30 | Meg Beaudet | Head of Sales, Intuit MediaLabs | |
11:30–11:45 | Tim & Chris Vanderhook | Co-Founders, Viant Technology | |
11:45–12:00 | Nili Klenoff | EVP, Mastercard | ● |
1:00–1:15 | Khurrum Malik | VP, Walmart Connect | |
1:15–1:30 | Duncan Crabtree-Ireland | Exec. Director, SAG-AFTRA | |
1:30–1:45 | Carrie Seifer & Lisa Giacosa | IAS & Spark Foundry | ● |
1:45–2:00 | Scott Mager | US CMO, Deloitte | ● |
2:15–2:30 | Ali Miller | GM, Instacart Ads | ● |
2:30–2:45 | Adam Monaco | EVP, Disney | |
2:45–3:00 | David A. Steinberg | CEO, Zeta Global | ● |
3:00–3:15 | Prat Vemana | EVP & CIPO, Target | |
3:30–3:45 | Jeff Collins | President Ad Sales, Fox Corp. | |
4:00–4:15 | Lisa Utzschneider & David Kaufman | IAS CEO & TikTok | ● |
4:30–4:45 | Adam Bergman | Group VP, VIZIO Ads | |
4:45–5:00 | Richard Hartell | US CBO, WPP Media |
January 7 (Wed) — Retail Media, AI & Emerging Platforms ※ Yellow = Sponsored Content
Time | Speaker | Title/Company | Spons. |
|---|---|---|---|
9:00–9:15 | Christine Foster | SVP, Kroger Precision Marketing | ● |
9:15–9:30 | Rob Caruso | VP, The Trade Desk | ● |
9:30–9:45 | David Roter | Head of Video, LinkedIn | |
9:45–10:00 | Stephanie Latham & Louqman Parampath | VPs, Roblox | |
10:15–10:30 | Srishti Gupta & Scott Lichtenthal | IAS & Mastercard | ● |
10:30–10:45 | Jeffrey Lucas | Global CRO, Tubi | |
10:45–11:00 | Wayne Thorsen | EVP & COO, SiriusXM | |
11:15–11:30 | William Stovall | SVP Marketing, Vivint | ● |
11:30–11:45 | Justin Haynes | Director, Addressable Media | ● |
11:45–12:00 | Jyoti Vaidee | VP Ads Product, Reddit | |
1:00–1:15 | Paul Longo | GM AI in Ads, Microsoft | |
1:15–1:30 | Adam Singolda | CEO, Taboola | |
1:45–2:00 | Kelly McMahon | EVP, LG Ad Solutions | ● |
2:30–2:45 | Dr. Mark Grether | SVP, PayPal Ads | ● |
2:45–3:00 | Chris Norton | SVP, Marriott International | |
3:00–3:15 | Dara Treseder | CMO, Autodesk | ● |
3:30–3:45 | Jeff Jury | SVP, Immersive Entertainment | ● |
3:45–4:00 | Anna Banks | EVP & CMO, AARP | |
4:00–4:15 | David Shulman | Global CEO, Havas CX | |
4:45–5:00 | Bob Lord | President, Horizon Media | ● |
5:00–5:15 | Andrew Wallenstein | CEO, Luminate Intelligence |
Sessions K-Content Players Should Watch
Tubi — Jeffrey Lucas (Global CRO)
Fox's FAST platform. Actively programming K-dramas and K-movies, with expanding investment in original content. An opportunity to learn about content licensing terms and 2026 programming strategy.
VIZIO Ads — Adam Bergman (Group VP)
Major player in the US smart TV market. Strong targeting capabilities using ACR (Automatic Content Recognition) data. Potential to gain Korean content viewership data insights and explore advertising integration opportunities.
Roblox — Stephanie Latham & Louqman Parampath
High value as a metaverse marketing platform for K-pop artist virtual concerts and Korean IP-based game experiences. Opportunity to learn about Roblox's advertising product roadmap and brand partnership models.
LG Ad Solutions — Kelly McMahon (EVP)
Global advertising platform based on LG smart TVs. As a Korean company, highest potential for K-content-linked advertising solution partnerships.
A Compass for 2026
CES 2026 C Space Studio is more than just an interview series. It's an opportunity to directly witness real-world applications and business opportunities for the key trends driving the advertising and media industry in 2026: AI, retail media, CTV/FAST, and the creator economy.
From the perspective of Korean content global distribution and monetization, close attention should be paid to the movements of FAST platform operators and retail media players. K-EnterTech Hub will be on the ground at CES 2026, covering key sessions and uncovering global business opportunities for Korean companies.
📍 Event Information
Date: January 6 (Tue) – 7 (Wed), 2026
Venue: ARIA Resort & Casino, Las Vegas
Live Streaming: Official CES YouTube Channel
Official Site: ces.tech/c-space
📚 References & Sources
[1] CES 2026 C Space Studio Interview Schedule, Consumer Technology Association (CTA),
[2] Tim Peterson, "Future of TV Briefing: How the future of TV shaped up in 2025", Digiday, December 17, 2025, digiday.com
[3] WPP Media, "2025 Global Advertising Spend Report" — Creator-generated revenue: $184.9B (2025), projected $376.6B by 2030
[4] eMarketer, "US Retail Media Ad Spending Forecast 2024-2028", November 2024[5] Nielsen, "The Gauge: Total TV and Streaming Snapshot", November 2025