Why TV and Streaming Networks Are Taking Over the Festival of Creativity

For media buyers at Cannes, better media measurement is paramount

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Though upfront week focuses on the U.S. marketplace, Cannes Lions is where media companies think globally.

“There is not a single streaming partner that we work with that doesn’t have a desire to be global, if they don’t already have a global footprint,” said Kelly Metz, managing director of advanced TV activation at Omnicom Media Group. “Netflix has a global footprint; Disney+ has a global footprint; Paramount+ recently launched in multiple markets, going to the U.K.;



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