Unilever’s CMO Keith Weed kicked off Cannes with a big announcement: The company would make an effort not to work with influencers who had fake followers or used bots to grow their accounts. But the reality of working with influencers whose followings are authentic may be trickier than just making a proclamation like that.

Don't miss The Business of Marketing, a new series featuring leading c-suite executives sharing insights on the importance of leveraging the intersectionality of marketing, finance, technology, HR and the boardroom to drive business growth. Tune in.