CANNES — ADWEEK House, co-hosted with Teads, held a group chat during the Cannes Lions festival. The event included discussions on integrated media strategies and AI-driven marketing advancements.

Dani Cushion, CMO at Teads, discussed the importance of connecting with consumers given an increase in screens. "That connection is important because as there are more screens, you think it'd be easier to reach people, but it's so much harder to break through," Cushion stated. She added, "So, a lot of what we do is use the data that we have to make sure that we're trying to get connective tissue on how to reach people in the right way, so it doesn't feel so segmented."

Jem Ripley, CEO at Publicis Digital Experience, noted the full-circle connection created by Connected TV (CTV). According to Ripley, CTV offers "the ability to actually connect commerce directly to that experience right there at the screen, and the integration of that to whatever content you may be watching or you're about to see or watch."

Allison McDuffee, Global Head of Brand Insights and Measurement at Roblox, said brands are willing to experiment with new approaches. "People and brands are willing to get out there and try something new, although it might not be perfect the first time," McDuffee said. Reckitt's Dettol brand partnered with Roblox in the U.K. and Europe to help kids understand the importance of killing germs.

Adtech's agentic moment arrived at Cannes Lions 2026, where several companies unveiled foundational infrastructure. Nvidia, Yahoo, Palantir, Pinterest, and Fox were among those that introduced these developments. This infrastructure enables AI agents to connect with each other to perform marketing tasks previously done by humans.