IAB Tech Lab Cannes Lions Wrap

That’s a wrap for the IAB Tech Lab at this year’s Cannes Lions International Festival of Creativity. Nine panels, ten meetings, and meaningful discussions around the digital media industry’s opportunities and challenges. Lots of hellos and hugs from industry friends I haven’t seen in years! 

Common themes looming large across this industry at this year’s Cannes and the scuttlebutt on La Croisette. Here’s SOME of what I heard (unfiltered):

Artificial Intelligence: Separating fact from fiction. What is real? Is it now? What is the impact? What is the downside? Many discussions cut both ways in terms of content credibility and validity. Many feel that AI’s impact is going to be felt relatively soon. Ops automation is potentially on the horizon. A more private Internet, thanks to AI, is also on the horizon. Standards and technical frameworks are needed to protect media companies and manage generative AI in the near term.

Retail Media Networks: Consensus abounds across Yacht Row - retail media networks are the next big thing to hit the digital media ecosystem. Many expect hyperbolic growth in the sector with a need for new business and technical standards around measurement and attribution within this vertical. What exactly that is is up for debate.

Sustainability and Carbon Emissions: Another hot topic (pun intended) discussed over myriad dinners and panels. Whispers about concerns of greenwashing vs. making a difference, but there is genuine urgency to drive improvements as soon as possible, with everyone targeting next year’s Cannes Lions to discuss nascent but concrete metrics measuring carbon across the industry.

Privacy Sandbox: An incredibly ambitious and challenging undertaking by the Google Chrome and Android teams. Google remains committed to its timeline of later in 2024, but many, particularly publishers and brands, are only beginning to dive deeper into understanding the privacy sandbox and whether or not it addresses all digital advertising use cases. Some remain skeptical of the timelines. Some are concerned if it’s a “fully baked” solution. Time will tell. I expect this to remain a major topic at next year’s Cannes Lions as the industry approaches this deadline.

Made For Advertising (MFA) Sites: The ANA report generated myriad side chats about MFA at every cocktail event and dinner. Well-timed and needed. There may be an IAB Tech Lab approach to addressing some of this through technical standards. Early discussions on a possible approach were held during several events.

Privacy, Identity, and Addressability: This has been, and will remain at the forefront of this industry as the ecosystem takes more privacy by design approaches to the entire ecosystem, focuses on data security, and seeks to improve regulatory compliance frameworks across the globe. I had several discussions regarding Global Privacy Platform adoption, with the good news is that it is gaining momentum across the supply chain. Data clean rooms were also top of mind as no less than a dozen companies thanked the Tech Lab for its first release of standards in this space. Well done, Tech Lab Addressability Working Group!

Measurement: Many sessions discussed the developments of a fragmented CTV space, the need for a common currency, and the future of panels in the industry. Attention is gaining more… attention… from brands and publishers alike. I had several discussions during the week calling for standards, particularly around this burgeoning metric.

This is only the tip of the iceberg reflecting the hundreds of discussions, walking chats, and panel topics I participated in or witnessed.

The digital ad economy has always faced challenges and embraced opportunities like many other industries, but I am confident that the 2023 Cannes Lions may have been the most turbulent of the dozen times I have attended. We have challenges, but the pace of innovation and creative thinking to tackle myriad issues and expand our horizons into unchartered waters abound!

Au revoir, Cannes. I hope to see you next year! #canneslions2023 #digitaladvertising #measurement #consumerprivacy #privacy #sustainabilty #artificialintelligence