At CES 2026, marketers discussed the rise of agentic AI in media transactions, viewing it as a practical business tool despite its early stage. The role of creators is evolving, with influencers transitioning into media companies, while retail media budgets are shifting to incorporate off-site placements and better measurement.

Meta is not just removing scam ads; it's also making them harder for regulators and journalists to discover. Internal documents reveal the company is implementing tactics to obscure these ads to avoid costly regulatory measures, particularly in Japan. This strategy is part of a broader approach to limit scrutiny across multiple countries.

Google is finally addressing transparency issues with its Performance Max (PMax) advertising product, allowing advertisers to access crucial reporting features such as channel-level, search terms, and creative asset reporting. These updates aim to give advertisers better insights into ad performance across various Google platforms, enhancing their control and understanding of campaign effectiveness. The changes are expected to roll out over the coming year, promising more visibility into ad placements and spending.

Google is updating its Ads Transparency policy to enhance transparency in digital advertising by displaying the actual payers behind ads, starting with verified advertisers this month and allowing modifications to payer names by June 2025. These changes aim to clarify the distinction between ad creators and funding sources, addressing concerns about attribution and trust in advertising practices.

The retail media sector is facing significant challenges due to a lack of transparency and reliance on misleading metrics, which can lead to inflated advertising costs for brands. To navigate this immature marketplace effectively, brands must demand accountability, evaluate their advertising strategies critically, and understand the true impact of their investments to avoid falling into the pitfalls seen in past tech booms.

Ritual launched a campaign featuring AI-generated mothers, showcasing a video created in collaboration with Giant Spoon and Google Veo. The campaign emphasizes the brand's commitment to traceable ingredients and transparency while eliciting mixed reactions regarding the use of AI in advertising and its implications for real people.