Publishers use Cannes Lions to Reassert Their Influence
The agency and ad tech vendor presence may be more muted at Cannes Lions this year, but publishers are seizing the opportunity to reassert themselves — and there’s no better place to do so than at a festival packed with global chief marketing officers who are looking to use first-party data in brand-safe, privacy-friendly ways.
Publishing executives have been out in force this week pitching marketers on new audience data-targeting opportunities. First up: alliances.
Despite previous setbacks, European publishers remain committed to alliances to help them compete with Facebook and Google for ad revenue. The Guardian, News UK and The Telegraph unwrapped another this week during the festival, the latest publisher alliance from the U.K. in the past six months.