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.

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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 What it takes for brands to be part of the culture What creators earn that reach can’t buy

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