Cannes Lions 2026: What streaming media reveals about cross-screen viewing

by Experian Marketing Services 3 min read August 20, 2026

The streaming experience isn’t confined to a single screen. Viewers move between TVs, phones, and tablets all day, and the value of one moment is often realized somewhere else entirely. At Cannes Lions 2026, leaders from Adobe DSP, FreeWheel, Madhive, Minerva, OpenX, and Pinterest discussed what that means for how brands plan, buy, and measure across screens, including where connected TV (CTV) fits, how attention is valued, how often ads should appear, and what brands should expect from partners. Watch the conversation below to hear where they agree, where they push back, and where the space is headed.

Watch the conversation

How streaming media connects viewing across screens

The move to CTV

CTV gives brands a way to reach consumers on the biggest screen in the house while connecting that exposure to who they are and what they’re likely interested in.

People move across screens, not channels

Consumers shift among TVs, phones, and tablets throughout the day. Media plans and measurement models need to reflect that behavior.

High-attention environments matter

Streaming on any device gives brands a strong setting for storytelling, and attentive audiences are more likely to remember a brand and act on what they saw.

Good streaming plans still need discipline

Strong creative and targeting aren’t enough if brands keep repeating the same message too often, so frequency capping and better control across devices still matter.

Brands need to ask better questions

Clear expectations around transparency, system compatibility, quality standards, and post-exposure measurement can help brands choose better partners.

Featured partners

Adobe DSP – Phil Cowlishaw, Managing Director
FreeWheel – Larry Allen, Vice President of Global Strategy, Data, Measurement and Addressable
Madhive – Luc Dumont, Senior Vice President of Business Development
Minerva – Jackson Engles, Co-Founder and CEO
OpenX – Erika Loberg, Vice President of Global CTV and Curation
Pinterest – Rebecca Miller, Director of Corporate Marketing, tvScientific

Want more conversations like this one?

Connect with us to learn more about how streaming media helps brands reach real people across every screen.

This is one of several conversations from Cannes Lions 2026 on how brands can plan, buy, and measure streaming media across every screen. Subscribe to our newsletter to get our next Cannes conversation delivered to your inbox, read our latest marketing insights, and hear from more industry leaders on connecting attention to real results.

Subscribe to our newsletter

For more from Cannes Lions 2026, continue with another conversation in the series

What it takes to move patients from awareness to care What commerce media can see beyond a single retailer

Contact us

Business email address *

First Name *

Last Name *

Business Phone *

Company *

Country *

Comments

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

Latest posts

Marketing data and identity

How Swiss Sense developed an international growth strategy with Experian Mosaic

Learn how Swiss Sense used Experian’s Mosaic® data to drive targeted marketing and personalized experiences for international growth.

January 23, 2025 by Lucy.Simmonds@experian.com

Marketing trends

Four advertising trends Experian spotted at CES 2025

Four advertising trends from CES 2025 – from AI and connected TV (CTV) to privacy-first and sustainable advertising solutions.

January 15, 2025 by Experian Marketing Services

Marketing data and identity

What is direct response TV and how can marketers use it

For brands aiming to maximize reach and drive conversions, direct response TV (DRTV) is a powerful tool and a high-impact medium in the evolving digital landscape.

January 9, 2025 by Experian Marketing Services