Cannes Lions always brings out the boldest ideas in media, marketing, and adtech. But this year, something felt different. Behind the rooftop panels and rosé-fueled networking, the industry’s focus was clear: it’s time to get more human, more collaborative, and more intentional about how we use data.
Here are the three biggest takeaways we brought home.
- Collaboration is the future of data strategy
One message came through loud and clear: no one can do it alone anymore. The most effective campaigns aren’t built in silos—they’re created through partnerships and data collaboration.
Brands, data providers, and platforms are teaming up to build custom audiences, not just rely on standard, ‘off-the-shelf’ segments. They’re creating private marketplace deals that are designed for specific use cases. And they’re moving fast.
This shift away from one-size-fits-all segments toward more tailored solutions reflects what we see every day at AnalyticsIQ. Teams want flexibility, control, and insights that reflect their unique business goals—not just industry averages.
As AdExchanger put it, “curated deals and partner-built segments are outperforming open marketplaces,” offering more precision and shared value.
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Data is only powerful when it’s built around people
While AI and scale were everywhere, the deeper conversations focused on trust, privacy, and ethics. Marketers are rethinking how they collect and use data—and consumers expect them to do better.
People want to know how their data is used. And they’re willing to share it—if the value is clear, and if the experience respects their privacy.
This is where human-centered data makes a difference. At AnalyticsIQ, we combine data science with cognitive psychology to understand why people act—not just what they’ve done. That insight creates more relevant, respectful, and effective marketing.
A BCG and Google study found that over 90% of consumers are open to data sharing, but only when trust and transparency are built into the exchange.
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CTV, identity, and AI are shaping what comes next
CTV had a strong presence this year at Cannes Lions—and not just as a media channel. It’s now central to how marketers think about measurement, personalization, and performance.
But what’s really moving the needle is how CTV, identity, and AI are working together:
- AI is optimizing CTV campaigns in real-time.
- Identity graphs are tying ad exposure to real people.
- Together, they’re enabling smarter targeting and better attribution.
This convergence is where we’re focused. Our predictive data and household-level identifiers make it easier to activate on CTV and get meaningful results—especially in private marketplace settings where precision and compliance matter.
The Mediaocean 2025 outlook called CTV the top media trend of the year, with AI and identity close behind.
Final thoughts
Cannes Lions is always a whirlwind. But what stuck with us this year wasn’t just the tech. It was the clarity:
- Work with the right partners.
- Respect the people behind the data.
- And use AI, identity, and channels like CTV to build smarter—not louder—marketing.
We’re ready to keep the conversations going. If you want to meet, build something custom, or just talk data, we’re here.
👉 Reach out to our team by clicking here and we’ll be in touch!