Cannes Lions 2023 : The Top 3 Hottest A's In Advertising

The Three A’s of Advertising: AI, Attention, and Addressability   

Our industry’s ability to connect brands with consumers has never been more challenged as we face the positive and negative impact of artificial intelligence (AI) combined with the ongoing deprecation of mobile Ad IDs (MAIDs) and the imminent demise of cookies.  

The rapid rise and increasing adoption of AI brings an entirely new level of uncertainty by offering efficiencies that insert yet another artificial wedge between how brands and app developers alike connect and engage with their target consumers. 

Through it all, can people-first approaches to addressability and attention metrics serve as antidotes to our looming industry conundrum? And how will AI complicate this delicate balance of people and machines?  

In this Cannes Lions panel, thought leaders from leading agencies, data, and technology partners came together to share the latest developments that are changing the way we plan, buy, and measure media: 

• Artificial Intelligence: How can advertisers effectively marry predictive analytics and generative AI to optimize programmatic and creative? How is AI going to impact addressability and brand safety concerns? 
• Attention Metrics: What do advertisers and app developers need to know as we migrate to this new system of measurement to align with real people and real results? 
• Addressability: What role can addressability play not just in an identifier-free future but one in which AI will enable widespread automation? 

This panel explored the shared mission to create the most addressable, people-first media marketplace possible. 

Watch now: