After another week under the sun at Cannes Lions 2025, one thing is abundantly clear: our industry is done talking about possibilities — it’s ready to act. From speaking engagements to packed suite meetings, and even stateside through our “Can’t Cannes” activations, the appetite for change was real — and we were right at the center of it.
A front-row seat to innovation
Experian made a powerful impact across the Croisette, partnering with Audiostack, Basis, Infillion, IQVIA, Magnite, NextRoll, Odeeo, OpenX, The Female Quotient, and the Unplugged Collective x The Digital Marketer, to contribute to some of the week’s most insightful conversations. Our thought leaders were everywhere—on stage, in studio interviews, at executive roundtables—offering a clear voice on retail media growth, pharma advertising disruption, AI innovation, and identity-driven personalization.
Three themes that defined the week
1. AI gets real
If 2024 was the year of AI buzz, then 2025 is the year AI found its footing. Conversations shifted from “what if” to “what now.”
While the promise of AI was front and center, conversations with clients and partners highlighted that we’re still in the foundational phase. Real-world applications—from creative optimization to predictive segmentation—are gaining traction, but long-term value will depend on robust data architecture and trustworthy identity frameworks.
MiQ and PMG debuted AI-integrated platforms that demonstrated how AI can automate creative, optimize budget allocation, and personalize media in real time. AI has moved from sidekick to strategist.
“Last year it was all about AI, but in a very general sense. This year, it’s about specific applications — a clear sign AI is evolving from a talking point into product.”
Budi Tanzi, VP, Product
2. Outcomes > impressions
Outcomes may have been a buzzword at Cannes, but as several industry leaders pointed out, simply saying “we drive outcomes” isn’t enough—it risks sounding like table stakes. In today’s performance-driven environment, what matters is how companies define and deliver those outcomes in unique ways. The most compelling conversations weren’t about generic promises, but about clear strategies: challenging assumptions, leaning into strengths, and making specific choices that tie data, media, and technology to measurable impact.
“By using consistent identity across planning, activation, and measurement, marketers can connect ad exposure to real-world outcomes—whether that’s an online conversion, an in-store visit, or a new customer relationship.”
Chris Feo, Chief Business Officer
3. Curation isn’t just a tactic
Curation is quickly becoming the industry’s preferred approach to cutting through complexity. As marketers contend with signal loss and inconsistent inventory quality, the shift from broad access to intentional activation is gaining momentum. At Experian, we see curation not just as packaging, but as strategic alignment—where identity, data, and inventory come together in purpose-built environments that reduce waste, enhance safety, and drive performance.
“Supply-side data activation and optimization, aka “curation,” is an alternative to the traditional approach to data activation. Unlike the traditional DMP-to-DSP activation flow, curation allows buyers to leverage supply-path data more directly. The upshot? Improved performance and pricing for media agencies and brand advertisers.”
Drew Stein, Managing Director, Audigent
Bringing the Cannes experience stateside
Not everyone can make it to the South of France—so we brought Cannes to them. Our “Can’t Cannes” events in the U.S. offered local clients a first-class experience filled with insights and networking, minus the jet lag.
Final takeaways
This year’s festival made one thing clear: real progress requires more than innovation; it requires integration. And that’s where Experian is focused—connecting identity to activation, and data to outcomes, in ways that are practical, scalable, and privacy-resilient.
If I had to sum it up?
- AI is progressing from abstract to application
- Curation beats clutter
- Partnership is power
- And everyone’s aligned around performance
We’re grateful to have been part of these conversations and even more excited about where they’ll lead next.
Let’s continue the conversation
If you’re exploring how to connect identity to performance, or simplify the way you activate, measure, and grow, we’d love to talk.
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Are Traasdahl, CEO and founder of Tapad, the leader in cross-device marketing technology and now a part of Experian, has been named Founder of the Year by the Global Startup Awards. The Global Startup Awards' Founder of the Year Award recognizes an individual that has pushed the boundaries of technology to empower new innovations and ideas. The Global Startup Awards places each year's regional category winners against each other to determine whose achievements stand out from the rest of the startup ecosystem through nomination, voting and jury evaluation. In May 2016, the Nordic Startup Awards named Traasdahl Founder of the Year. "Are is a force of nature and his creativity and passion know no boundaries, it seems," said George Tilesch, Global Startup Awards juror and U.S. managing partner of Innomine Group. "Extra kudos for the mentoring work and the Norwegian superfund plans. Are knows giving back is of the utmost importance." "Are is a superstar within the Norwegian startup ecosystem," said Kim Balle, founding partner and CEO of the Global Startup Awards. "From the jury feedback I could see that not only are his impressive achievements the reason for their rating, but also his focus and ability to give back to the startup scene played an important factor in him winning the category." "It is an enormous honor to be named Founder of the Year by the Global Startup Awards," said Traasdahl. "I am so committed to fostering entrepreneurship both at Tapad and throughout the startup space. This win is a remarkable bookend for a stellar year that began with our acquisition by the Telenor Group and continued with best-in-class product innovation, superior solutions for our clients and our Propeller Program that is so dear to my heart." Tapad's Propeller Program hosts five early-stage companies at Tapad's New York headquarters for one year to mentor them through global expansion. The participants of this inaugural program come from Traasdahl's native Norway. For more information on the Global Startup Awards, please visit: http://www.globalstartupawards.com/#gsa. Contact us today
NEW YORK, Nov. 29, 2016 /PRNewswire/ — For the second consecutive year, Tapad, part of Experian, has been listed among Deloitte's Technology Fast 500™, a ranking of the 500 fastest-growing technology, media, telecommunications, life sciences and energy tech companies in North America. Tapad, number 147 on the 2016 Deloitte list, is the leading provider of unified, cross-device marketing technology solutions. "It is an honor to once again be recognized by Deloitte for our growth and momentum, particularly given the stature of the other technology companies on the list," said Are Traasdahl, founder and CEO of Tapad. "Our product innovation, particularly in TV analytics and measurement, is a major contributor to our progress. I'm extremely proud of our hard-working, talented team for continually executing at such a high level." "Today, when every organization can be a tech company, the most effective businesses not only foster the courage to explore change, but also encourage creativity in using and applying existing assets in new ways, as resourcefully as possible," said Sandra Shirai, principal, Deloitte Consulting LLP and U.S. technology, media and telecommunications industry leader. "This ingenious approach to innovation calls for the encouragement of curiosity and collaboration both within and outside the office walls." "This year's Fast 500 winners showcase that when organizations are open to diverse perspectives and insights, they are able to create an environment for their employees and customers to see the possibilities and ingenious solutions that might lie ahead," added Jim Atwell, national managing partner of the emerging growth company practice, Deloitte & Touche LLP. "Entrepreneurial environments foster change and innovation within businesses, and we look forward to watching these companies continue to drive change across all sectors." Contact us today