"No one denies anymore the critical role technology plays in everyone's job in media and marketing, whether you're a media buyer or seller, marketer or ad creative. As a creative, code and algorithms are essential to your relationship with your audience. So the face of Cannes is naturally evolving to reflect the industry. This is what you'd expect of the festival as it's always been a progressive celebration of innovation."
"The reality is no. The technology is moving so fast, and whenever technology touches a new industry it tends to accelerate it. The speed of change it is generating in the advertising and media landscape is so fast, we can't expect everyone to fully understand every aspect of it all the time. There are no new best practices until we create them and that is happening in real-time."
Cannes Lions has evolved from a creatives-only festival into an event where technology companies play an integral role. Technology now underpins media and marketing roles across buying, selling, creative and brand engagement. Creatives rely on code and algorithms to connect with audiences, driving the festival's progressive focus on innovation. PubMatic participates in conversations about technology's enabling role in consumer content and advertising experiences. Programmatic and related technologies are changing rapidly; industry participants often cannot fully understand every aspect immediately. New best practices are forming in real time, and technical jargon and acronyms can exclude or be exploited against less knowledgeable customers.
Read at The Drum
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