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Share on XCES 2025 has come to a close, and we were pleased to share the stage with industry leaders shaping the future of media, technology, and advertising. IAS was at the center of key conversations, with an emphasis on the need for marketers to complement protection with performance.
Our panels and activations, which included both main-stage conversations and networking opportunities, highlighted why media transparency is crucial in driving outcomes and how the utilization of AI fuels greater brand equity.
Here’s a look back at the top highlights from IAS’s sessions and events.
Performance & Brand Equity in the New Media Landscape
On Wednesday, January 8, IAS CEO Lisa Utzschneider led the “Performance & Brand Equity in the New Media Landscape” conversation, joining Kristi Argyilan, Global Head of Uber Advertising, and Bob Lord, President of Horizon Media Holdings, to discuss how advertisers can balance performance while maintaining brand equity across the digital landscape.
The session focused on how buying behaviors are shifting with the insurgence of consumer access to AI, and the ways marketers will need to adapt to these changes. The panelists shared insights on marketers’ growing ability to fuel brand performance with real-time insights provided by AI, with Lisa highlighting the importance of leveraging AI as a tool to drive efficiency and higher performance at scale.
C-Space Studio Interviews: exploring disruptive trends in advertising
IAS took center stage at the C Space Studio at CES, where brand leaders sat down to discuss the disruptive trends shaping the future of digital advertising. Sponsored by IAS, this live-streamed series gave attendees an inside look at how industry leaders are navigating the changing landscape of content consumption, brand marketing, and consumer behavior.
Top C-Space Insights:
Lisa Utzschneider, CEO of IAS, sat down with Jen Wong, COO of Reddit, to explore how brands can build meaningful connections with consumers and how performance goes hand-in-hand with safety and suitability. “A big theme you’ll be hearing from IAS this year is helping brands, platforms, and publishers drive greater performance, greater efficiency, while also ensuring that the environment for the brands is safe and suitable,” Lisa shared.
IAS COO, Marc Grabowski, and Kristi Argyilan, Global Head of Uber Advertising, shared their perspectives on new approaches to media quality and how real-time insights are transforming ad campaigns across platforms. “A global brand might have multiple agency buying strategies, and they might have multiple DSPs,” said Marc. “But the only company that can see every interaction with every customer of these major, global brands is IAS.”
Srishti Gupta, CPO of IAS, discussed the future of ad tech innovation and how IAS is enabling brands to improve performance and efficiency with the launch of its Total Media Performance solution. “Our roots have been in protection — making sure that brands are in the right place,” Srishti highlighted. “We are on this journey to move toward ROI and performance-based tools using the same tech, the same signals we have. We’re building on our solid foundation and helping marketers close the gap toward performance.”
Redefining Success: Work-Life Integration for the Modern Tech Professional
At the Female Quotient Panel on Tuesday, January 7, IAS CEO Lisa Utzschneider joined a powerhouse panel of female leaders to explore what it means to achieve success in today’s evolving workplace.
Moderated by Shelley Zalis, Founder & CEO of Female Quotient, the panel featured Kate Abrey, Principal at Deloitte; Lolita Morrow, VP of Brand Partnerships at My Code; Liz Almeida, CHRO of Panasonic North America; and Melanie Samarasinghe, VP and Client Partner Team Lead at Chase Media Solutions. The conversation covered work-life integration, the shift toward remote and hybrid work models, and how companies can foster cultures of holistic well-being for their employees.
Lisa shared insights on how IAS fosters a culture of balance and well-being while maintaining high performance. The discussion offered practical takeaways for organizations looking to support their teams in achieving long-term success in a rapidly changing world.
More Networking and Activations
Beyond the insightful panels and interviews, IAS hosted exclusive networking events and dinners that brought together industry leaders for candid conversations and meaningful connections.
- Glam Before You Go: IAS x Drybar
IAS kicked off the week with Glam Before You Go, a closed-door event at Drybar designed to bring together female leaders in tech and advertising. Attendees enjoyed styling sessions while networking with other trailblazing women in the industry. - IAS x Stagwell Floor Tours
IAS partnered with Stagwell to provide guided tours to top marketers and agency leaders. These 90-minute tours served as both a speed round of CES and a thought-provoking exploration of how the technologies on the floor reflected the biggest tech debates of the moment. - Cheers to the Future Happy Hour
On Tuesday, January 7, IAS hosted the Cheers to the Future Happy Hour at the ARIA Lift Bar. This celebration of innovation gave attendees a chance to unwind, share insights, and connect with industry peers in a relaxed setting. - CTV Unplugged Dinner
IAS and Publica by IAS hosted the CTV Unplugged Dinner at Ocean Prime. The dinner featured unscripted conversations about the future of connected TV, with industry experts discussing effective ad strategies and measurement hurdles in the evolving CTV landscape. - Future Flavors of CTV Dinner
The week wrapped up with the Future Flavors of CTV Dinner at LPM at the Cosmopolitan. Attendees explored emerging trends and innovations in CTV, gaining insights into new tools and strategies that will shape the future of brand success in this dynamic space.
Looking Ahead
As CES 2025 comes to a close, IAS remains committed to driving transparency, innovation, and actionable insights across the digital advertising landscape.
We’re excited to continue these important conversations throughout the year. Stay tuned for more insights and events from IAS as we drive the industry forward.
