[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"$fysRmrMJTH5m3VN52CEsb5X9mqTFnIoCglEulpunHOkg":3,"$fnWbGescCDPJZrs8z1_zR_osMzRe1hqRmWU_oRb4WmhY":16},[4,7,10,13],{"title":5,"slug":6},"Privacy Policy","privacy-policy",{"title":8,"slug":9},"Terms of Use","terms-of-use",{"title":11,"slug":12},"CCPA Resource","ccpa-resource",{"title":14,"slug":15},"Data Processing Agreement","data-processing-agreement",{"title":17,"slug":18,"image":19,"body":20,"metaTitle":21,"metaDescription":22,"date":23,"updatedAt":24,"category":25,"related":27},"Cannes Lions 2026 Insights: What They Mean for the Future of Programmatic Advertising","cannes-lions-2026-programmatic-advertising-insights","\u002Fstorage\u002Fblog\u002Fposts\u002F202607083448_-.webp","\u003Cp>Every year, Cannes Lions brings together the world’s biggest brands, agencies, publishers, technology companies, and creators to discuss the future of advertising.\u003C\u002Fp>\u003Cp>While the event is known for celebrating creativity, it has also become one of the most important places to understand where marketing and advertising technology are heading next.\u003C\u002Fp>\u003Cp>This year, one message was impossible to ignore.\u003C\u002Fp>\u003Cp>Artificial intelligence has become part of everyday advertising.\u003C\u002Fp>\u003Cp>The conversation is no longer about whether businesses should adopt AI. Instead, it is about how brands can use it to improve decision-making, increase efficiency, and create better experiences for consumers.\u003C\u002Fp>\u003Cp>At the same time, creativity, transparency, and human connection remain just as important as ever.\u003C\u002Fp>\u003Cp>For the Screencore team, Cannes Lions 2026 confirmed that the future of programmatic advertising will not be defined by technology alone. It will be shaped by the way technology, creativity, and people work together.\u003C\u002Fp>\u003Ch3>\u003Cstrong>AI Has Become the Foundation\u003C\u002Fstrong>\u003C\u002Fh3>\u003Cp>\u003Cimg src=\"\u002Fstorage\u002Feditor\u002F202607083123_AI-Is-No-Longer-the-Headline.webp\" class=\"mr-auto\">\u003C\u002Fp>\u003Cp>\u003Cem>Artificial intelligence is no longer an emerging trend—it has become the foundation powering modern advertising, creativity, and business decision-making.\u003C\u002Fem>\u003C\u002Fp>\u003Cp>Over the past few years, AI has dominated conversations across the advertising industry.\u003C\u002Fp>\u003Cp>This year felt different.\u003C\u002Fp>\u003Cp>Instead of discussing AI as an emerging technology, brands were talking about it as an everyday business tool.\u003C\u002Fp>\u003Cp>From campaign optimisation and audience modelling to creative production and reporting, AI is now becoming part of the standard marketing workflow.\u003C\u002Fp>\u003Cp>The focus has shifted away from experimentation and towards practical implementation.\u003C\u002Fp>\u003Cp>As Iryna Karpova, Chief Marketing Officer at Screencore, observed during Cannes, the industry is no longer asking, “Should we use AI?”\u003C\u002Fp>\u003Cp>The question has become much more practical.\u003C\u002Fp>\u003Cp>How can AI improve workflows?\u003C\u002Fp>\u003Cp>How can it help teams make smarter decisions?\u003C\u002Fp>\u003Cp>How can it create measurable business value?\u003C\u002Fp>\u003Cp>These are the conversations shaping the next generation of advertising.\u003C\u002Fp>\u003Ch3>\u003Cstrong>Programmatic Is Becoming Smarter\u003C\u002Fstrong>\u003C\u002Fh3>\u003Cp>\u003Cimg src=\"\u002Fstorage\u002Feditor\u002F202607085325_Marketing-Then-vs-Now.webp\" class=\"mr-auto\">\u003C\u002Fp>\u003Cp>\u003Cem>Programmatic advertising is evolving beyond automation, using AI and real-time data to deliver more intelligent, contextual, and effective campaigns.\u003C\u002Fem>\u003C\u002Fp>\u003Cp>Programmatic advertising has always been associated with automation.\u003C\u002Fp>\u003Cp>Automation helped advertisers reach audiences at scale while improving efficiency across digital campaigns.\u003C\u002Fp>\u003Cp>Today, that is no longer enough.\u003C\u002Fp>\u003Cp>According to Jess Okan, CEO of Screencore, Cannes Lions demonstrated a clear shift towards intelligence, quality, and measurable outcomes.\u003C\u002Fp>\u003Cp>Advertisers are paying closer attention to premium inventory, first-party data strategies, transparent measurement, and AI-powered optimisation.\u003C\u002Fp>\u003Cp>The objective is no longer simply to automate media buying.\u003C\u002Fp>\u003Cp>It is to make better buying decisions.\u003C\u002Fp>\u003Cp>As digital advertising becomes more complex, advertisers expect technology to deliver not only scale but also greater transparency, stronger performance, and clearer business impact.\u003C\u002Fp>\u003Cp>Programmatic platforms are evolving to support those expectations by combining automation with smarter decision-making.\u003C\u002Fp>\u003Ch3>\u003Cstrong>Creativity Has Never Been More Important\u003C\u002Fstrong>\u003C\u002Fh3>\u003Cp>With so much discussion around artificial intelligence, it would be easy to assume that technology has become the industry’s biggest competitive advantage.\u003C\u002Fp>\u003Cp>Cannes suggested otherwise.\u003C\u002Fp>\u003Cp>The campaigns that attracted the most attention were not simply those using advanced technology.\u003C\u002Fp>\u003Cp>They were the campaigns built on powerful ideas.\u003C\u002Fp>\u003Cp>Artificial intelligence can accelerate production, analyse enormous amounts of data, and optimise campaigns in real time.\u003C\u002Fp>\u003Cp>But it cannot replace creativity.\u003C\u002Fp>\u003Cp>As Iryna Karpova noted, AI helps brands execute ideas faster, but it still takes human insight to create work that people remember.\u003C\u002Fp>\u003Cp>Technology can improve efficiency.\u003C\u002Fp>\u003Cp>Creativity creates emotional connection.\u003C\u002Fp>\u003Cp>The brands that succeed will be those that combine both.\u003C\u002Fp>\u003Ch3>\u003Cstrong>Creators Are Becoming the Media\u003C\u002Fstrong>\u003C\u002Fh3>\u003Cp>One of the strongest themes throughout Cannes was the changing role of creators.\u003C\u002Fp>\u003Cp>Only a few years ago, creators were often treated as an additional marketing channel.\u003C\u002Fp>\u003Cp>Today, they have become media businesses in their own right.\u003C\u002Fp>\u003Cp>Brands are moving away from one-off influencer campaigns and investing in long-term partnerships with creators who have built genuine relationships with their audiences.\u003C\u002Fp>\u003Cp>Authenticity has become more valuable than reach alone.\u003C\u002Fp>\u003Cp>Consumers increasingly respond to stories that feel natural rather than promotional.\u003C\u002Fp>\u003Cp>For advertisers, this represents a significant shift in media planning.\u003C\u002Fp>\u003Cp>Creators are no longer simply supporting campaigns.\u003C\u002Fp>\u003Cp>They are becoming an essential part of how brands communicate with audiences.\u003C\u002Fp>\u003Ch3>\u003Cstrong>Culture Is Becoming Strategy\u003C\u002Fstrong>\u003C\u002Fh3>\u003Cp>Another major takeaway from Cannes was the growing importance of cultural relevance.\u003C\u002Fp>\u003Cp>Advertising is becoming less about interrupting consumers and more about participating in conversations they already care about.\u003C\u002Fp>\u003Cp>Whether through sport, entertainment, gaming, music, or online communities, brands are looking for opportunities to become part of culture rather than simply advertising alongside it.\u003C\u002Fp>\u003Cp>This approach creates stronger engagement because audiences are already emotionally invested in these experiences.\u003C\u002Fp>\u003Cp>For advertisers, understanding culture is becoming just as important as understanding data.\u003C\u002Fp>\u003Cp>The most successful campaigns are no longer built solely around demographics.\u003C\u002Fp>\u003Cp>They are built around shared interests, passions, and communities.\u003C\u002Fp>\u003Ch3>\u003Cstrong>Technology Should Feel More Human\u003C\u002Fstrong>\u003C\u002Fh3>\u003Cp>Artificial intelligence may have dominated the headlines at Cannes, but one of the most valuable insights was about people.\u003C\u002Fp>\u003Cp>As Igor Tolmach, VP of Programmatic at Screencore, observed, the industry’s direction is not simply “AI-first.” It is becoming \u003Cstrong>humanity-first in an AI-powered world.\u003C\u002Fstrong>\u003C\u002Fp>\u003Cp>The brands attracting the most attention were not those showcasing AI for the sake of innovation. They were using it to solve real business challenges while creating better experiences for consumers.\u003C\u002Fp>\u003Cp>The same principle applies to programmatic advertising.\u003C\u002Fp>\u003Cp>Automation is valuable because it helps marketers work faster and smarter. AI is valuable because it improves decision-making. Data is valuable because it helps advertisers better understand audiences.\u003C\u002Fp>\u003Cp>But none of these technologies replace human judgment.\u003C\u002Fp>\u003Cp>The best advertising still begins with understanding people — their interests, behaviours, motivations, and the experiences that matter to them.\u003C\u002Fp>\u003Cp>Technology should support those connections, not replace them.\u003C\u002Fp>\u003Ch3>\u003Cstrong>What These Trends Mean for Advertisers\u003C\u002Fstrong>\u003C\u002Fh3>\u003Cp>The conversations at Cannes highlighted a clear direction for advertisers.\u003C\u002Fp>\u003Cp>Success will increasingly depend on balancing innovation with strategy.\u003C\u002Fp>\u003Cp>AI should help teams make better decisions rather than simply generate more content.\u003C\u002Fp>\u003Cp>Programmatic platforms should provide greater transparency alongside automation.\u003C\u002Fp>\u003Cp>First-party data should strengthen audience understanding while respecting privacy.\u003C\u002Fp>\u003Cp>Creative ideas should remain at the centre of every campaign.\u003C\u002Fp>\u003Cp>Advertisers are no longer looking for technology that simply automates media buying.\u003C\u002Fp>\u003Cp>They want platforms that deliver measurable outcomes, premium inventory, intelligent optimisation, and greater confidence in how every advertising dollar is spent.\u003C\u002Fp>\u003Cp>As the advertising ecosystem becomes more complex, simplicity and transparency are becoming competitive advantages.\u003C\u002Fp>\u003Ch3>\u003Cstrong>What These Trends Mean for Publishers\u003C\u002Fstrong>\u003C\u002Fh3>\u003Cp>Publishers are experiencing many of the same changes.\u003C\u002Fp>\u003Cp>Premium content environments are becoming increasingly valuable as advertisers prioritise quality over quantity.\u003C\u002Fp>\u003Cp>Connected TV, digital video, retail media, and curated marketplaces continue to attract growing investment because they provide trusted environments with engaged audiences.\u003C\u002Fp>\u003Cp>Publishers that invest in transparency, quality inventory, and stronger programmatic infrastructure will be well positioned to benefit from these changing priorities.\u003C\u002Fp>\u003Cp>Technology is helping create more efficient marketplaces, but trusted partnerships remain essential to long-term success.\u003C\u002Fp>\u003Ch3>\u003Cstrong>The Future of Programmatic Advertising\u003C\u002Fstrong>\u003C\u002Fh3>\u003Cp>\u003Cimg src=\"\u002Fstorage\u002Feditor\u002F20260708627_The-Recipe-for-Modern-Advertising.webp\" class=\"mr-auto\">\u003C\u002Fp>\u003Cp>\u003Cem>As AI continues to reshape the digital ecosystem, the next generation of programmatic advertising will be defined by smarter decision-making, greater transparency, and stronger collaboration between technology and human expertise.\u003C\u002Fem>\u003C\u002Fp>\u003Cp>Perhaps the biggest lesson from Cannes Lions 2026 is that programmatic advertising is entering a more mature phase.\u003C\u002Fp>\u003Cp>The industry is moving beyond conversations about scale and automation.\u003C\u002Fp>\u003Cp>The focus is shifting towards intelligence.\u003C\u002Fp>\u003Cp>Towards premium media.\u003C\u002Fp>\u003Cp>Towards privacy-first strategies.\u003C\u002Fp>\u003Cp>Towards measurable business outcomes.\u003C\u002Fp>\u003Cp>Artificial intelligence will continue to improve campaign optimisation and operational efficiency.\u003C\u002Fp>\u003Cp>Creators will continue to reshape how brands connect with audiences.\u003C\u002Fp>\u003Cp>Culture will increasingly influence media planning and creative strategy.\u003C\u002Fp>\u003Cp>At the same time, transparency will become one of the industry’s most valuable differentiators.\u003C\u002Fp>\u003Cp>The companies that succeed will not simply have the most advanced technology.\u003C\u002Fp>\u003Cp>They will be the ones that use technology to build stronger relationships between brands, publishers, and consumers.\u003C\u002Fp>\u003Ch3>\u003Cstrong>Looking Ahead\u003C\u002Fstrong>\u003C\u002Fh3>\u003Cp>Cannes Lions has always been a place to celebrate creativity.\u003C\u002Fp>\u003Cp>Today, it is also where the future of advertising begins to take shape.\u003C\u002Fp>\u003Cp>For the Screencore team, this year’s event reinforced a simple but important idea.\u003C\u002Fp>\u003Cp>Artificial intelligence is no longer the destination.\u003C\u002Fp>\u003Cp>It is becoming part of the foundation.\u003C\u002Fp>\u003Cp>The real opportunity lies in combining AI, creativity, transparency, and human expertise to build better advertising experiences.\u003C\u002Fp>\u003Cp>Because while technology continues to evolve, one thing remains constant.\u003C\u002Fp>\u003Cp>The best ideas.\u003C\u002Fp>\u003Cp>The strongest partnerships.\u003C\u002Fp>\u003Cp>And the biggest opportunities…\u003C\u002Fp>\u003Cp>Still begin with a conversation.\u003C\u002Fp>\u003Ch3>\u003Cstrong>Ready to Build Smarter Programmatic Strategies?\u003C\u002Fstrong>\u003C\u002Fh3>\u003Cp>The future of digital advertising is being shaped by AI, transparency, premium media, and stronger consumer connections.\u003C\u002Fp>\u003Cp>At Screencore, we help advertisers, agencies, publishers, and media owners navigate that future with scalable programmatic infrastructure, premium omnichannel inventory, and privacy-first advertising solutions designed for measurable results.\u003C\u002Fp>\u003Cp>Whether you’re looking to improve campaign performance, expand your programmatic strategy, or unlock new growth opportunities, our team is ready to help.\u003C\u002Fp>\u003Cp>\u003Ca target=\"_blank\" href=\"https:\u002F\u002Fscreencore.io\u002Fcontact\">\u003Cstrong>\u003Cu>Contact the Screencore team today and discover how smarter programmatic technology can help drive better business outcomes\u003C\u002Fu>\u003C\u002Fstrong>\u003C\u002Fa>\u003Cstrong>.\u003C\u002Fstrong>\u003C\u002Fp>","Cannes Lions 2026 Insights: What They Mean for the Future of Programmatic ","Discover the biggest Cannes Lions 2026 insights on AI, creativity, programmatic advertising, CTV, creators, and what they mean for the future of digital advertising.","2026-07-07T21:00:00.000Z","2026-07-08T09:51:15.103Z",{"title":26},"News",[28,33,38],{"slug":29,"title":30,"date":23,"category":31},"email-based-ids-ctv-challenges","Why Some Advertisers Are Questioning Email-Based IDs for CTV",{"title":32},"Programmatic Advertising",{"slug":34,"title":35,"date":36,"category":37},"blogfirst-impression-ctv-before-content-starts","Why the First Impression in CTV Happens Before the Content Starts","2026-06-29T21:00:00.000Z",{"title":32},{"slug":39,"title":40,"date":41,"category":42},"blogagentic-tv-buying-ai-agents-ctv","Agentic TV Buying Is Coming: How AI Agents Will Transform CTV Advertising","2026-06-23T21:00:00.000Z",{"title":32}]