Cannes, June 2024 – The yachts may have been moored in the sun-drenched Riviera, but the mood at Cannes Lions 2024 was all business. For an industry that thrives on big ideas, this year’s festival marked a clear pivot from discussion to deployment—particularly across AI, cookieless advertising, commerce media, and CTV.
With less hand-waving and more hands-on demonstrations, leaders from across ad tech, publishing, and marketing came together to chart a course through an increasingly complex ecosystem—one where performance, responsibility, and trust are no longer optional.
1. AI Moves From Buzzword to Backbone
Gone are the days of speculative panels on what AI might do. At this year’s Cannes, artificial intelligence became a practical tool—integrated into everything from media buying to content personalization.
Jason Warner (SBS) emphasized AI’s role in helping independent agencies stay agile as cookie deprecation looms:
“The conversations this year were serious and grounded. AI can’t replace human creativity, but it’s essential for staying competitive in programmatic trading.”
Lawrence Horne (Ogury) added a word of caution about fragmentation in the industry:
“There’s a growing gap between the tech innovation happening in suites and the creative dialogue in the Palais. Bridging that will be key to long-term industry health.”
Meanwhile, Federico Salvitti (MINT) urged marketers to get hands-on:
“There’s nervousness about AI and creativity, but the solution is simple: test it, train with it, and lean into change.”
2. Trust and Privacy Take Center Stage
While AI presents powerful new tools, it also introduces fresh challenges—particularly around trust and misinformation.
Csaba Szabo (Integral Ad Science) noted that brand safety is evolving:
“Fraud prevention is table stakes now. What we need are smarter, real-time solutions that ensure safety and drive outcomes.”
On a related front, Nick Henthorn (InfoSum) highlighted the maturing role of data clean rooms:
“Last year, they were a novelty. Now, they’re mission-critical for building safe, collaborative environments to unlock new ad models.”
3. MFA Fatigue and the Quality Inventory Movement
Made-for-advertising (MFA) sites were in the crosshairs this year, as publishers and platforms called for higher standards in inventory quality.
Madi Bachar (MGID) noted a major shift:
“Advertisers are demanding real value, not cheap reach. Publishers are stepping up with bespoke ad products and stronger inventory to support the open internet.”
4. Commerce Media Enters Its Next Phase
Commerce media remained a dominant theme, but the conversations showed deeper nuance in how generational behaviors and AI are reshaping the path to purchase.
Nick Morgan (Vudoo) observed that the “always shopping” mindset has gone mainstream:
“All content is becoming shoppable. TikTok may have led the charge, but this is now an open-web opportunity that spans brands, publishers, and consumers.”
Tami Harrigan (AppsFlyer) echoed the excitement—but warned the infrastructure is still developing:
“We’re seeing promising case studies, but the ecosystem is still early. Privacy, attribution, and standardization remain big hurdles.”
5. CTV Is Just Getting Warmed Up
As streaming platforms pile into live events and sports, connected TV (CTV) continues to generate buzz—this time with more executional focus.
Virginie Dremeaux (FreeWheel) captured the sentiment:
“Real-time engagement is the next frontier, and CTV is uniquely positioned to deliver scalable, dynamic inventory in those unmissable moments.”
Helen Keelan (LG Ad Solutions) agreed, emphasizing advances in both tech and creativity:
“We’re moving beyond conceptual excitement. CTV is delivering on its promise—especially as AI improves real-time targeting and as formats like Home Screen gain traction.”
Cannes 2024: Action, Not Just Atmosphere
This year’s Cannes Lions didn’t just reflect where the ad industry is—it showed where it’s heading. From AI implementation and first-party strategies to commerce-driven storytelling and premium inventory quality, the tone was clear: the time for experimentation is over.
The takeaway? Creativity, performance, and responsibility are no longer competing forces—they’re co-pilots in the same vehicle.
As Cannes 2025 looms, the industry is hoping the actions set in motion this year will drive real, measurable results.