Beet.TV

CANNES, France — As AI-generated content floods digital environments, the case for media quality investment has fundamentally changed — moving from defensive brand protection toward measurable performance improvement that drives sales lift, brand awareness, and working media efficiency.

CANNES, France – Television has spent decades asking viewers to sit down, stay quiet and watch whatever happened to be on. André Swanston, chief executive of cloud gaming platform Phynd, thinks that era is ending. The next battle for brands, he says, won’t be fought over another streaming series. It’ll be fought over who gets the controller.

Autonomous software programs are moving from theoretical concepts to active participants in the programmatic advertising supply chain – and that’s forcing the media marketplace to rethink things. While the backend infrastructure to support these sophisticated tasks is accelerating, the transition requires a delicate balance between computational efficiency and traditional human oversight.

CANNES, France – At Cannes Lions, where executives can usually survive an entire panel by saying “AI,” “creativity” and “consumer connection” in various combinations, Jeremy Helfand arrived with a more practical ambition. The vice president of Prime Video advertising at Amazon wants streaming television to do something radical: help brands actually sell things.

CANNES, France — Artificial intelligence represents a generational shift comparable to mobile telephony and the internet, driving a veteran industry executive off the sidelines and into a consultancy built to help companies navigate marketing’s most transformational moment.

CANNES, France — For years, adtech companies pitched the idea of a single platform that could do everything. Brian Jankovsky, director of entertainment and sports partnerships at Google, says media companies would rather build their own castles than rent a room in someone else’s.

CANNES, France — Consumers increasingly bypass traditional product research across multiple websites, moving directly from AI-powered search engines to retail purchase decisions — a behavioral shift that compresses the marketing funnel while delivering higher-intent buyers to retailers. “There used to be this process of searching for a product, researching it on different websites, and then coming to a retailer to buy.

CANNES, France – At Cannes Lions, where every conversation eventually circles back to AI, measurement or someone insisting they have solved television, Amazon Ads arrived with a simpler proposition: Why settle for one advertising platform when you can have an entire shopping mall attached to your streaming service? That was the message from Jenny Burke, director of worldwide video strategy and go-to-market at Amazon Ads, during an interview with Beet.TV editorial director Lisa Granatstein.

CANNES, France — While ad spending in commerce media is projected to reach $100 billion by 2026, according to Emarketer, proving true return on investment across multiple merchants remains elusive for many advertisers. PayPal believes its position straddling 400 million users and 30 million merchants gives it an unusual vantage point.

CANNES, France – What’s the most valuable moment in retail? Increasingly, some think it’s the split second after they’ve decided to buy something and are standing at the register. That’s why some in commerce media are making the argument for embedding media directly into the point-of-sale experience, tied to loyalty data and capable of tracking a consumer from impression through to conversion.