First-Party Data & Measurement Take Center Stage at Mid-Year
AIJun 29 — Jun 30, 2026
As Cannes 2026 emphasizes human creativity over AI, the industry is simultaneously doubling down on first-party data strategies and third-party measurement solutions. OpenAI's new ads chief signals measurement as a 'natural step,' while nonprofits and retailers demonstrate tangible ROI from owned data approaches.
Category Spotlights
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First-party data adoption and third-party measurement validation are becoming table-stakes as advertisers seek privacy-compliant alternatives to deprecated tracking methods.
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Walmart and Kroger are accelerating streaming ad expansion, signaling a strategic pivot away from traditional Madison Avenue relationships toward direct advertiser relationships.
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