At A Glance
Cannes Lions 2026 showed that marketers are moving from AI discussion to AI decisioning. This article explains four themes shaping marketing in the second half of 2026: agentic AI, interoperable identity, curated activation, and outcome-based measurement across a more connected ecosystem.If Cannes Lions 2026 had a bingo card, AI would have filled every square. But the week pointed to a bigger story: marketers are rethinking how identity, interoperability, activation quality, and measurement work together as the ecosystem becomes more connected and AI-driven.
As marketing changes, independence matters more. Brands, agencies, publishers, platforms, commerce media networks, and data providers need the flexibility to adapt without being forced into a single workflow, partner path, or technology stack. That requires trusted identity, interoperable data, strong governance, and infrastructure that supports choice across the ecosystem.
Here are the themes that defined Cannes Lions 2026.
1. Agentic AI shifted the conversation from content creation to how marketing decisions get made
Agentic AI shifted the Cannes conversation from content creation to the way marketing decisions get made. Marketers are now asking how AI systems recommend actions, build plans, optimize spend, and shape which brands appear in AI-influenced environments. That shift puts understanding and managing AI-driven decisions at the center of the AI conversation. Marketers need to know what data an AI system is using, which signals it may prioritize, how those signals are governed, and whether the decision path can be explained, tested, and measured.
Agentic AI will raise the stakes for the data collaboration layer because connected data can influence training, decisioning, optimization, activation, and measurement. That makes governance, transparency, and control more important across every environment where data is used.
- Brands need confidence that AI-informed decisions reflect accurate and unbiased customer understanding.
- Agencies need transparent inputs they can defend across clients.
- Platforms and media owners need high-quality signals that improve performance without creating more fragmentation.
- Publishers need clear ways to protect the value of their content and audiences as discovery becomes more automated.
“Everyone wants to talk about agentic AI, but the differentiator is the quality, governance, and connectivity of the data behind it. The organizations that will get the most value from agentic AI are the ones that have invested in trusted identity, strong governance, and interoperable data foundations that allow them to activate, measure, and maintain control at scale.”
ExperianBudi Tanzi, SVP, Product
Agentic AI needs trusted, permissioned, and well-connected data. It needs identity that can support a consistent view of people and households across environments, and governance that gives marketers confidence in how data is connected, activated, and measured.
2. Interoperability is the foundation for flexibility and trust
Interoperability gives marketers the flexibility to work across partners, platforms, and channels without being locked into one commercial environment. At Cannes, it became clear that trusted infrastructure is now central to how teams collaborate, activate audiences, and measure performance.
Cannes also made clear that flexibility has become a business requirement. Marketers are working across more partners, channels, and collaboration environments. Marketers also need to trust the infrastructure underneath it. That means clear governance, aligned incentives, transparent data use, and the ability to measure performance without being locked into one commercial environment.
As the market becomes more connected, teams need identity and data infrastructure that can move across the ecosystem without limiting choice. Interoperability isn’t enough on its own.
- For brands, this starts with making first-party data more usable and scalable across the marketing ecosystem. Customer data becomes more valuable when it can be resolved, enriched, expanded, activated, and measured in privacy-conscious ways. That flexibility helps brands turn owned signals into scalable audience strategies without losing control over how data is used.
- For agencies, it creates more efficient ways to plan, execute, and measure across clients. For commerce media networks, publishers, platforms, and media owners, it helps valuable signals move into market in more usable, governed, and scalable ways.
“The marketers making the most progress today are the ones building flexibility into their data and identity strategies. Interoperability gives them the freedom to work across partners, adapt to change, and trust how audiences are understood and activated.”
ExperianKevin Dunn, Chief Revenue Officer
An independent identity foundation can help connect these environments without forcing every partner into one workflow. Teams need the ability to work across agencies, platforms, publishers, commerce media networks, clean rooms, and media channels while maintaining a consistent view of their audiences, understanding how data is being used, and measuring performance across partners.
3. Curation is a path to better decisions
Curation gives buyers and sellers a more intentional way to bring data and media together. At Cannes, the strongest conversations focused on how better signals, supply, and decisioning can improve performance at the point of activation.
- For brands and agencies, that means media strategies that are easier to explain, optimize, and measure.
- For publishers, platforms, and media owners, it creates new ways to package differentiated inventory with high-quality data.
- For commerce media networks and data providers, it can extend valuable audiences into more scalable activation environments.
“The future of marketing belongs to organizations that prioritize data and audience activation at the centerpiece of every conversation.”
ExperianChris Meredith, Head of Audience Activation
This is where curation becomes more than a media tactic. It becomes a way to improve decision quality at the point of activation. When trusted data, identity, and supply come together, marketers can reduce waste, improve relevance, and bring more confidence to each activation decision.
4. Measurement has to account for an AI-shaped customer journey
Measurement remained a consistent theme throughout the week, but the conversation was broader than campaign reporting. Measurement now has to account for more decision points, partners, and AI-shaped interactions. Marketers need to understand how investments influence growth, sales, visits, and other meaningful actions across a journey that may not begin with a search, site visit or traditional ad exposure.
- Brands need to understand which investments are driving customer growth, sales, visits, or other meaningful actions.
- Agencies need proof they can defend across clients and channels.
- Publishers, platforms, commerce media networks, media owners, and data providers need clearer ways to show the value they create as attention, discovery, and activation become more fragmented.
“Marketers are under pressure to prove outcomes, not just report performance. As measurement becomes more fragmented, organizations need a stronger foundation built on identity, interoperable data, and outcome-based measurement.”
ExperianAli Mack, VP, AdTech Sales
The measurement challenge now is about building a trusted view of performance across more decision points, partners, and AI-shaped interactions. It also requires confidence that measurement is grounded in consistent identity, governed data, and infrastructure that supports transparency across the ecosystem. That level of proof depends on stronger connection across planning, activation, and measurement. When teams use a consistent identity foundation and responsible data practices across the journey, they can move beyond delivery metrics and start understanding what worked, where it worked, and how to apply those insights to the next decision.
Continue the conversation beyond Cannes Lions 2026
Cannes Lions 2026 may be over, but the conversations that mattered most are just getting started. The week reinforced a clear market need: marketers want flexibility, transparency, and the ability to collaborate across platforms, partners and channels without sacrificing control. That requires an interoperable approach to identity and data that supports choice, enables collaboration, and helps teams activate and measure.
At Experian, we’re continuing those conversations with brands, agencies, publishers, platforms, commerce media networks, and data providers looking to build stronger connections across the marketing ecosystem. Whether your goal is improving audience activation, expanding addressability, strengthening measurement, or creating more seamless collaboration across partners, we’re focused on helping marketers put these Cannes themes into action.
If we connected in Cannes, (or if you’d like to explore how these trends may impact your business), we’d love to continue the conversation. Reach out to learn how we can help you build a more connected, interoperable, and measurable marketing strategy for what’s next.
FAQs
The main marketing themes from Cannes Lions 2026 were agentic AI, interoperability, curation, and outcome-based measurement. Together, these themes point to a marketing ecosystem where identity, governed data, and partner flexibility are becoming central to how teams plan, activate, and measure.
Marketers are talking about agentic AI now because AI is starting to influence more than creative and workflow efficiency. It’s beginning to shape recommendations, planning, spend decisions, consumer actions, and brand visibility in AI-shaped environments.
Identity matters more as AI becomes part of marketing decisioning because AI systems need accurate, permissioned and connected data to guide useful decisions. A consistent identity foundation helps marketers understand people and households across environments, test decision paths, and measure outcomes with more confidence.
Experian helps marketers act on these Cannes Lions 2026 themes through our identity foundation, data capabilities, and measurement approach that help marketers connect planning, activation and measurement across partners. Experian helps brands, agencies, publishers, platforms, commerce media networks and data providers build interoperable strategies that support flexibility, transparency, and control.
After Cannes Lions 2026, marketers should assess how their identity, data, activation, and measurement strategies work together across the partners they use today. The next step is to identify where fragmentation limits decision quality, audience activation, or proof of performance, then build a more connected approach across the ecosystem.
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The goal of identity resolution has always been to understand the consumer better. To achieve more accurate targeting and measurement in the CTV ecosystem, we must incorporate the following: What we know about the household and consumer from an ID perspective Who the consumer is as it relates to audience data, as well as the wealth of first-party data in the advanced TV space We know the cookie is a flawed way to collect data. While Google delayed the deprecation of third-party cookies, there are other challenges that we face right now. Such as the glaring gap in Safari traffic and the Identifier for Advertisers (IDFA) turning to “opt-in.” Understanding consumer behavior across devices and platforms continues to challenge marketers and publishers. These challenges are creating the need to find more stable identifiers. Though the cookie remains valuable, it has an uncertain future. This has led advertisers to place bigger bets on the combination of addressable and CTV. The overlap in addressable and CTV data leads to fragmentation Personally identifiable information (PII) makes up the majority of addressable TV households’ data. Part of the attraction to CTV is that their IDs remain universal, persistent, and stable. Analysts project that CTV ad spending will hit $23B in 2023. Consumers now have an average of 4.7 streaming subscriptions per household. It’s no surprise then, that Disney+, HBO, and Netflix released or announced ad-supported tiers. Addressable TV and CTV are often thought of as distinct markets across the industry. But, in the context of identity, we should look at them through the same lens. Millions of households still consume TV and video content via a set-top box or through apps on CTVs. This is in addition to what they consume on their laptops, tablets, and phones. Of the top 11 cable and satellite providers, 65 million U.S. households still have a box in their homes. On the other hand, approximately 96 million U.S. households have at least one or more Smart TVs and streaming services. With about 126 million total U.S. TV households, that’s a lot of overlap. There are still significant numbers of both addressable and CTV homes. How can we address fragmented TV consumption? Through a holistic and comprehensive approach to identity. An approach that captures addressable TV, CTV, and digital identifiers. An approach that captures all audience attributes inside of a single identity graph. This is the ideal approach for publishers, AdTech vendors, and brands. Discover how to unlock holistic identity How can we achieve a holistic identity? Through a three-pillared approach: First-party data onboarding Digital identifiers Consumer data First-party data onboarding Bringing offline data from a brand’s consumers is very valuable due to the quality of the data. Because the data is being collected right from the source, you know it’s accurate. It provides the foundation you can build your identity strategy from. Digital identifiers Once you create a foundation with first-party data, you need to connect it. Either with an internal or licensed digital ID graph. Then you can understand the connections between all devices within the household. Consumer data After you know which devices tie to a single consumer, you’ll want to act on that knowledge. The next step is to partner with a data provider that can help you understand your consumers. Establishing this partnership will help improve targeting, measurement, and the customer experience. To achieve a well-rounded customer view tomorrow, we need to start today The three-pillared approach bridges the gap between the offline and online worlds. This provides a well-rounded view of customers and audiences. However, the ability to tie these aspects of identity together still presents several challenges. To achieve the three-pillared approach today, you need to use many vendors and fragmented data sources. Often with conflicting data. As we look forward, the tools to do this are becoming more advanced and unified. The players in our ecosystem should adopt a seamless identity strategy. One that provides a privacy-safe yet full-picture solution. That means capturing and unifying all devices within a household. While also understanding the consumer behaviors and profiles behind those devices. Keep up with your customers and their data Once we create an informed identity strategy, we can begin to understand the makeup of each household and the individuals within. In this new world, personalizing the experience for an audience is key. Where do they prefer to spend their time? What type of content are they most engaged in? Only then can we as an industry provide an optimal experience for each consumer. All while driving greater ROI for advertisers and publishers. Are you ready to know more about your customers than ever before? Let’s get to work together to achieve your marketing goals. Contact us to learn how we can connect the complex dots of identity resolution. About our experts Damian Amitin, VP of Enterprise Partnerships, Experian Marketing Services Damian Amitin is the VP of Enterprise Partnerships and joined Experian during the Tapad acquisition in November 2020. Damian is a senior sales and partnerships executive, specializing in the identity resolution and marketing data ecosystem. Damian helps brands, publishers, and technology vendors enable enhanced ID resolution through The Experian/Tapad platform to attain a 360 view of the customer across targeting analytics, attribution, and personalization. Colleen Dawe, Senior Account Executive, Experian Marketing Services Colleen Dawe is a Senior Account Executive on the Advanced TV Team within Experian Marketing Services. With 15 years of experience working within the television ecosystem, Colleen works with clients to bring the value and expertise of Experian to support their objectives in the areas of data, identity, activation, and measurement. Get in touch