Personalizing Advertising: Insights from CES 2025’s C Space Chat

LAS VEGAS—In a lively and engaging panel discussion at C Space during CES 2025, leading experts from Pinterest, Uber Advertising, Infillion, DoubleVerify, and MediaLink shared their perspectives on personalizing advertising through data and analytics. Moderated by Mark Wagman of MediaLink, the session shed light on how data-driven insights are transforming the advertising landscape, while addressing privacy concerns, measurement challenges, and the future of AI-powered marketing.

A Sea of Signals: Harnessing Data for Personalization

The panel began by underscoring the wealth of data now available for personalizing advertising. Megan Ramm of Uber Advertising emphasized the sheer scale of information her company collects:

“We process billions of signals quarterly, from rides to food orders, across seven global markets. This data enables us to craft personalized platforms for advertisers and meaningful services for consumers.”

These insights, she noted, are invaluable not just for targeting but also for shaping the consumer experience, from tailored entertainment in ride-share vehicles to customized promotions.

Pretti Farooque, Global Head of Measurement at Pinterest, stressed that the key to leveraging such data lies in respecting consumer expectations:

“Consumers are willing to share information, but they expect value in return—whether that’s a better shopping experience or more relevant content.”

Balancing Personalization and Privacy

The fine line between personalization and privacy was a recurring theme. Laurel Rossi, Chief Marketing Officer at Infillion, highlighted the evolving landscape of privacy-first solutions:

“Advertisers, publishers, and consumers all depend on a value exchange that prioritizes privacy. Our focus is on creating safe, privacy-friendly advertising environments that deliver value for everyone involved.”

Rossi explained that the future of personalization lies in using fewer but more relevant data points to enhance the customer experience without compromising trust.

Dan Slivjanovski, CMO of DoubleVerify, reinforced this view, adding that data privacy is no longer just an operational necessity—it’s a competitive advantage:

“We must measure success not just in performance metrics but in maintaining consumer trust. Brands that fail to prioritize privacy will find themselves on the losing side of this shift.”

AI: The Game-Changer in Advertising

The panel unanimously agreed that artificial intelligence is revolutionizing how advertisers analyze data, measure effectiveness, and engage audiences. Slivjanovski detailed how AI enhances targeting and fraud prevention:

“We use AI to discern elements within video frames, such as objects and metadata, to create better targeting criteria. AI also helps combat ad fraud, especially in programmatic environments like connected TV.”

Farooque expanded on AI’s role in enhancing insights, noting that platforms like Pinterest can identify trends earlier than traditional methods:

“Based on signals from our platform, we can predict what’s trending before it becomes mainstream, helping brands refine their strategies and capitalize on emerging opportunities.”

Moving Beyond Campaigns: A Long-Term View

One of the discussion’s most compelling segments explored how data and analytics can drive sustained growth, rather than being limited to short-term campaigns. Rossi advocated for a holistic approach:

“Marketers need to think beyond quick wins. It’s about building a long-term strategy that aligns with your brand’s objectives, whether it’s category leadership or growing your user base.”

Ramm provided a concrete example of Uber’s innovations:

“We’re exploring immersive experiences, such as entertainment in ride-share vehicles, to deepen engagement while driving business outcomes.”

Standardizing Measurement in a Fragmented Ecosystem

A major challenge in personalizing advertising is the lack of standardized metrics across platforms. Slivjanovski called for greater industry alignment:

“Advertisers need a unified way to measure the effectiveness of their investments across environments. The future lies in using AI-driven algorithms to harmonize disparate data sources and deliver actionable insights.”

The panelists also emphasized the importance of attention-based metrics to gauge true engagement. Rossi noted:

“It’s not just about clicks or views—it’s about understanding who is truly interacting and ensuring that value flows back to the consumer.”

Navigating the Future: Opportunities and Challenges

As the session drew to a close, the panelists reflected on what excites them most about the future of advertising. Farooque highlighted the increasing coherence of platforms:

“We’re moving toward a world where disparate data sources are integrated into seamless insights, making advertising more impactful for brands and consumers alike.”

Slivjanovski echoed this optimism but added a cautionary note:

“The industry must address the messy nature of our current ecosystem. Standardization and transparency are critical to ensuring advertisers get the most out of their investments.”

The group also discussed the importance of knowing when not to advertise. Rossi explained:

“Being relevant is crucial, but so is knowing when to step back. Consumers don’t want to feel bombarded—they want value, not intrusion.”

Conclusion: A Collaborative Future

The CES 2025 panel made one thing clear: the future of advertising lies in collaboration—between platforms, advertisers, and consumers. As Rossi put it:

“Advertising is a team sport. Every player in the value chain must work together to ensure privacy, deliver value, and create sustainable models for growth.”

For marketers, the road ahead is both exciting and challenging. With AI, privacy-first solutions, and long-term strategies at their disposal, the potential to revolutionize advertising has never been greater. But as Farooque aptly summarized:

“It all starts with understanding your objectives and respecting your audience. Get that right, and the possibilities are endless.”