At the recent Cannes Lions International Festival of Creativity, notable advertising networks showcased their growth marked by strategic partnerships with tech platforms to enhance targeting, measurement, and audience access. Key announcements included Walmart Connect's expanded partnership with NBCUniversal for improved ad targeting, Amazon and Roku's collaboration to pool audiences, and DoorDash's acquisition of Symbiosys for enhanced ad capabilities. These moves indicate a shift towards a more integrated and effective retail media landscape, addressing upper-funnel media needs and increasing value beyond just lower-funnel conversions.
We see more convergence between commerce, media, and tech with new partnerships bringing better targeting, measurement, and shoppability to every channel.
Walmart Connect and NBCUniversal expanded their partnership for better audience targeting via Walmart's shopper data, which enables upper-funnel media with transactional data.
DoorDash Ads' acquisition of Symbiosys for $175M enhances offsite ad opportunities allowing it to compete with established programmatic players.
Amazon and Roku's deal pools addressable audiences, marking a new frontline in the battle for brand dollars through seamless audience access and measurement.
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