Media Buying Briefing: Agencies focus on the practical rather than the theoretical at this year’s CES
Ivy Liu
Thanks to Teads for sponsoring Digiday’s CES coverage and presenting this edition of the Digiday+ Media Buying Briefing, normally available exclusively to paying subscribers.
Amidst all the gadgetry and technology the Consumer Electronics Show is known for — you may now be able to smell scents in virtual reality — there was a palpable sense of sobriety emanating from the agency world. Perhaps not at the restaurants or craps tables, but certainly at the C Space, the part of CES that devotes itself to marketing and media matters.
Although all the major holding companies sent delegations of people to CES, offering curated tours of all the tech, the sessions at the C Space focused more on how to optimize and improve on what’s here and now. Less prominent were the blue-sky efforts that promise to solve all of marketing’s problems with something that’s just around the corner (much like artificial intelligence has been treated the last few years).