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McKinsey partner Kathryn Rathje speaks to The Media Leader from Cannes about the challenges facing CMOs — from acquiring budget to breaking the cycle of short-termism.

The Media Leader traveled across Cannes speaking to media professionals to find out why TV should be an essential part of marketing strategies, and what the future of TV advertising will be.

LiveRamp’s Tim Norris-Wiles discusses the future of data-driven TV and how digital-native advertisers can use the medium the way they use other digital, with deterministic business outcomes measurement.

The digital media measurement, data, and analytics vendor reckons the industry stands to lose $700,000 per billion impressions on CTV inventory without protections to ensure a suitable, viewable and fraud-free environment. But things are improving, and rapidly.

Marketers have become “confused, misled, and misguided” by overly precise data and models that often overlook crucial margins of error and statistical relevance Ross Sergeant, global head of media at Allwyn, told The Media Leader in Cannes.

While this is the first time it has occurred in IPA TouchPoints’ 20-year history, mobile screen time and TV viewing have a different emotional impact on the user.

Analysis: The caveat could be designed to force the merged entity to advertise with media owners sympathetic to the Trump administration.

A panel hosted by MediaSense in Cannes failed to reach consensus on how the media organisation needs to change as media- and data-led marketing becomes increasingly important.

Engagement is the key focus for Disney as it touts “customer choice” over a focus on a specific subscriber tier.

As ads for the 2024 Black in Business winners go live in July, research has shown what the power of TV advertising can do and why DEI representation remains paramount.