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.
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How streaming media connects viewing across screens
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
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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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Cross-Screen Pioneer Explores the Power of Connected Cars as a Vehicle for Customer Engagement LAS VEGAS, NV — (October 26, 2016) –Kate O’Loughlin, GM of Media for Tapad, addressed the J.D. Power Automotive conference audience today in Las Vegas, NV. With more than 1,400 participants representing every facet of the automotive marketing profession, the conference has become the industry’s leading marketing event. Bringing the unified, cross-screen perspective to the stage, O’Loughlin discussed the vital role of connected cars in the consumer engagement process. She is a founding member of Tapad which launched the world’s first cross-screen marketing technology in 2010. Tapad was acquired by the Telenor Group early in 2016. Key points from O’Loughlin’s J.D. Power 2016 address included: The marketers who deliver relevant and engaging content in a privacy-safe setting will be in the strongest position to navigate the proliferation of connected devices, including the connected points in cars. As automakers innovate the technology in cars, marketers need to be prepared for the size and diversity of data available for understanding consumers. It’s going to be increasingly difficult to wade through the data, so now is the time to build a solid framework for understanding the person behind the data. Marketers who evolve — and take a holistic approach — to their campaign measurements will achieve marked improvements in efficiency and an enhanced understanding of their core audiences. Actionable brand engagement metrics like Viewable Exposure Time (VET) will continue to overtake traditional advertising performance metrics. VET evaluates the optimal amount of time an ad is present on a screen to incite consumer action. In early testing by Tapad, campaigns that employ VET see conversion rate performance improvements from 13 to 60%. The consumer-centric technology solutions of the future need to be as scalable as they are affordable. Learn more about Tapads’ recommended Viewable Exposure Time metric contact us today! Contact us today
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