Significant advances in generative AI in recent years have made artificial intelligence a top priority for businesses globally. As a result, large language models (LLMs) have become foundational in powering everything from virtual service agents to online search engines to fraud detection.

The Model Context Protocol (MCP) is ideal for ensuring that an LLM’s output is a reliable single source of truth facilitating a dynamic connection between an LLM and Gracenote’s knowledge base. This white paper details how MCP facilitates that connection to ensure that search and discovery experiences are rich and personalized, as well as accurate, recent and complete.

CTV has long been viewed as the inroad to audience-based targeting on the biggest screen in the house. A decade into the CTV revolution, CTV has yet to deliver on this promise. At the same time, marketers are now looking to CTV for brand building, but they’re still approaching the channel with performance-based tactics.

User-based targeting is great for delivering performance, but people don’t watch TV ads the way they watch ads on social media. That’s why, for the road ahead, marketers should be complementing their audience-based strategies with initiatives that engage people who aren’t already customers.

That means focusing on what people are watching in addition to who’s doing the watching. This will help marketers better meet their top objectives and achieve the scale that audience-based targeting can’t deliver on its own.

For entertainment lovers, the expanding wealth of media choice now permeates every screen we own, except the ones in our cars.

From keeping tabs on news to listening to personalized playlists to watching live TV while parked, our in-car media engagement has broadened well beyond what’s available on traditional radio. That engagement, however, remains largely tethered to our phones.

In-car connectivity aside, harnessing everything the internet has to offer—and corralling it neatly for easy consumption—presents a very challenging task for automakers.

Drivers prefer the in-dash experience, however, which presents a compelling opportunity for automakers that leverage audio, sports and video entertainment data to provide the personalized audio experiences that consumers desire.

This Beet.TV Road to CES 2026 leadership series highlights how industry leaders are reshaping TV advertising through AI, CTV, and contextual targeting. The discussions explore how AI simplifies content discovery for advertisers, how CTV is redefining scale and precision in streaming environments, and how contextual intelligence is becoming essential for forging stronger, more reliable audience connections.

Together, these perspectives paint a clear picture of an industry shifting toward smarter, more adaptive ad strategies.