Agentic OS, the rise of CTV, and shifting content: takeaways from CES 2026

CES 2026 proved that Connected TV (CTV) is in its prime. This isn't just a passing trend; it’s a transformation in how we consume content and how brands connect with their audiences. The event showcased technological innovations that promise to revolutionize advertising, entertainment, and even our daily lives. Here are the highlights so that, as a business owner or agency, you can take advantage of these new developments.

Coverage Areas

Advertising and Marketing

CTV advertising continues to expand at an accelerated pace. With platforms like Masha, it is now possible to launch streaming TV campaigns easily, with no contracts and starting at $0.01 per view. At CES 2026, the focus was on how programmatic advertising and real-time targeting have become more precise and accessible.

This means you don't need to be a major corporation or invest huge sums to advertise on services like Pluto TV or Roku. You can select your audience by location, interests, or viewing habits, and watch your campaign perform in real time with instant metrics. The key is speed and flexibility: campaigns ready in under 10 clicks with no minimum investment.

Furthermore, the Agentic OS system unveiled at CES promises to further automate campaign creation and optimization, making CTV advertising smarter and more effective. This is excellent news for small and medium-sized businesses looking for results without the complexity.

Ad personalization has also become a crucial topic. With the ability to adapt content based on user preferences, brands can create more relevant experiences that resonate with their audience. This not only improves conversion rates but also fosters a deeper connection between the consumer and the brand, which is essential in such a competitive market.

Health and Wellness

In the health and wellness sector, technology is also setting the pace. Connected devices and streaming apps offer personalized content to promote healthy lifestyles. This opens a window for clinics, gyms, and independent professionals to advertise their services in a targeted way without large investments.

CTV advertising allows you to reach audiences looking for health-related content, from exercise routines to nutritional advice. In this way, ads integrate naturally into the user experience, increasing the likelihood that they will connect with your message.

Additionally, the growing popularity of health influencers has created new opportunities for brands. Collaborating with recognized figures who promote a healthy lifestyle can amplify the reach of your ads and build public trust. Campaigns that combine educational content with influencer testimonials tend to be more effective and generate higher engagement.

Ecommerce and Retail Trends

Ecommerce and retail are also taking advantage of the streaming TV explosion. Brands can showcase their products exactly when their audience is most receptive, without intermediaries and with total control over where their ads appear.

CES showed how connected platforms allow for more direct interaction with consumers, facilitating immediate purchases or visits to online stores. This is ideal for local businesses or entrepreneurs who want to grow without spending a fortune on traditional advertising.

The integration of direct-purchase options in ads has also revolutionized the sector. Consumers can purchase products instantly, which reduces friction in the buying process and increases conversions. This approach not only benefits brands but also improves the user experience by making the purchasing process more fluid and accessible.

Technological Innovations

Agentic OS was one of the big stars of CES 2026. This intelligent operating system for connected devices promises to make the user experience much more personalized and fluid. For advertisers, this means new ways to target and optimize campaigns in real time.

Furthermore, the integration of artificial intelligence and real-time data analysis is changing the game. You can now adjust your campaign while it is active, without waiting weeks to see results. This is fundamental for small businesses to compete on a level playing field with major brands.

The evolution of technology has also allowed brands to experiment with innovative ad formats, such as interactive and augmented reality ads. These new forms of advertising not only capture the viewer's attention but also offer an immersive experience that can increase message retention and brand interaction.

Financial Services Overview

The financial sector is also embracing the advantages of connected TV. Banks and financial services are using streaming ads to reach potential customers with clear, personalized messaging.

With platforms that don't require contracts or minimum investments, it's possible to test different strategies and adjust your budget based on results. This is perfect for small institutions or startups looking to gain visibility without committing large resources.

Furthermore, the ability to segment ads by demographics and financial behavior allows institutions to offer specific products to the right people. This not only improves campaign effectiveness but also helps build stronger, longer-lasting customer relationships by offering solutions that truly align with their financial needs.

Additional Topics of Interest

Among other topics highlighted at CES is the evolution of streaming content. The demand for shorter, interactive, and personalized formats is growing, opening up new opportunities for advertisers and content creators.

There was also significant discussion regarding the importance of privacy and responsible data management in digital advertising. Platforms like Masha ensure transparency and total control so you can decide how and where your ads are displayed.

The conversation around ethics in digital advertising has also gained momentum. With increased awareness of data privacy, consumers are more attentive to how their data is used. Brands that prioritize transparency and respect for user privacy not only comply with regulations but also build a positive reputation that can be a key market differentiator.

Geographic Focus

Regional Perspectives

The Latin American market, and Mexico in particular, is rapidly expanding in terms of CTV. More and more people are consuming content via the internet on their televisions, opening up a world of possibilities for local businesses.

With Masha, you can segment campaigns by state or city, allowing you to reach exactly the audience you want without wasting your budget. This is ideal for small and medium-sized businesses looking to grow in their region without complications.

Media Services Overview

Streaming services like Pluto TV and Roku are the primary channels where ads are being placed today. These services offer free or subscription-based content and have millions of active users.

Advertising in these media is flexible and accessible, allowing you to control where and when your ad appears. Additionally, you can monitor performance in real time to make quick adjustments and improve your results.

If you're ready to make the leap into streaming TV advertising, platforms like Masha make the entire process easy. Sign up for free, create your account in less than 5 minutes, and start advertising with no contracts or minimum investments.

Ready to launch your first TV campaign? Don't wait any longer—take advantage of the growth of connected TV to grow your business.

With the evolution of connected TV and the opportunities highlighted at CES 2026, now is the perfect time for your business to stand out. Masha offers you the ability to enter the world of CTV advertising easily and at an affordable cost. Starting at just $2,000 MXN, you can segment your audience, choose platforms, and get real-time metrics, all without long-term contracts. Ready to launch your first TV campaign? Join the advertising revolution for SMBs with Masha and start building your success in the era of connected TV.