At CES 2026, Sarah Harms, VP of Advertising, Marketing, and Measurement at Roku, shares her hot take on where advertising is headed—and how brands can better connect with audiences in an increasingly fragmented media landscape. In this conversation, Sarah discusses how streaming, data, and evolving measurement solutions are reshaping how marketers understand performance, optimize campaigns, and deliver more relevant, engaging experiences to viewers. She also reflects on the importance of balancing innovation with accountability as the industry continues to evolve. A sharp, forward-looking perspective on what’s next for advertising in the streaming-first era—straight from the CES floor.