More about advertising
Jun 28, 2022
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Here are some key takeaways from this year’s event.
Inevitably, a big talking point at Cannes was how digital advertising is dealing with the growing emphasis on consumer data privacy and control. In the face of increased regulation and tightening browser restrictions, advertisers have had to rethink their targeting strategies, because, despite the days of cross-site tracking disappearing, companies are still looking to extend reach, retain customers and ultimately make a profit.
As a result, conversations at the festival centred around potential post-cookie solutions. A recent TripleLift survey exploring advertisers’ attitudes towards privacy highlights the urgency of these discussions. It found almost eight in ten UK advertisers haven’t yet implemented such targeting alternatives, and two-thirds of respondents consider ad tech vendors, industry associations and media companies to be responsible for finding these solutions.