My Reflections from Cannes Lions 2024 - The Future of Advertising

The South of France never disappoints. My recent trip along with Alex Ginn to @Cannes Lions 2024 was nothing short of amazing, filled with moments of reconnecting with familiar faces and meeting many new ones. As a Canadian company now expanding into the UK, it's incredible to immerse ourselves at APEX Mobile Media Mobile Media and APEX Gaming Network (AGN) in the global advertising, adtech, and creative communities.

Key Takeaways from Cannes

Advertising is Thriving: Despite what some might say, advertising is very much alive and kicking. Sure, it's challenging and demanding, but that’s the fun part. We’re seeing a vast diversification of the media landscape, driven by new technologies and varied government regulations across different regions. It's an exciting time to be in this industry, constantly adapting and innovating. It was great to meet up with many of our partners across our mobile media and in-game advertising divisions in InMarket , Viant Technology , PlayerWON? , Azerion , Audiomob and Adverty as well as connecting with many others for future opportunities. Stay tuned ;)

The Resurgence of Startup Ecosystems: I had the privilege of meeting some amazing startups from all over the world. These companies are turning their innovative ideas into reality and bringing fresh energy into our ecosystem. It's inspiring to see so much creativity and passion driving our industry forward. We had a conversation with a gaming marketing company Livewire , who are doing some really cool things themselves.??

The AI Revolution: AI, AI, AI – we hear it everywhere, but what does it really mean? I don't see it as just another trend. Over the next 2-3 years, I believe AI will revolutionize advertising, much like the early 2000s. The way we operate will change dramatically, and faster than we can imagine. It's exciting to think about the possibilities AI brings to targeting, personalization, and efficiency.

A Cookieless Future: One of the topics many advertising companies were talking about was how all services will adapt to the cookieless future. We are on the brink of a significant transformation as we transition into a cookieless world. These discussions highlighted the importance of real-time marketing and how it will lead to a further rise in geolocation and in-game advertising.

Mergers and Acquisitions: The buzz around mergers and acquisitions is a healthy sign for our industry. Two years post-pandemic, there's significant capital ready to be reinvested, especially in adtech. This will spur innovation and growth, creating new opportunities for all of us.

Focus on Profitability: Profitability was a hot topic in many conversations. With capital no longer cheap, investors are more cautious, looking for solid business models that demonstrate clear profitability. This shift is crucial for ensuring financial sustainability and strategic growth in our industry.

Looking Ahead

I’m already looking forward to next year, catching up with old friends and making new ones. The insights and connections gained this year will undoubtedly shape our strategies at APEX Mobile Media and APEX Gaming Network (AGN) as we continue to lead and innovate in the mobile advertising space.

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Cannes this year reinforced my belief in the resilience and dynamism of the advertising industry. We’re excited about the future and committed to leveraging these insights to drive our growth and success.

Thank you to everyone who made this trip memorable. Until next time, Cannes!