Excerpt shared from Performance Marketing World's 'Cannes Lions predictions 2025: Which emerging channel will dominate the discourse?':

As much of adland prepares for a week on the French Riviera, dive into expert predictions from PMW’s panel of experts on all things Cannes Lions 2025.

David Nelson, Co Founder and CEO, Limelight inc, said:

“We’ve already been hearing a buzz around the programmatic activation of digital out-of-home (DOOH) advertising and are expecting lots of energy and new ideas to come out of conversations in that space this year as it continues on in popularity.
“And, it’s no surprise that Google is still a huge part of the conversation. Moving on from last year’s ‘will they, won’t they’ cookies debate, now the conversation is centering around whether their ad serving products will even exist next year beyond search. And, in light of this, there’ll be talks around which players we can expect to see emerging in the potential vacuum to support buyers and sellers.
“Finally, we know that adtech is still expensive and those 20% take rates haven’t gone away. I’m interested to see what conversations emerge this year around how our adtech landscape could evolve to a more efficient and transparent standard for all.”

Read the full article on PMW: