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On the first night in Cannes, strolling along the harbor, we pass an overflowing, raucous yacht party. A banner that reads “Programmatic buying!” is draped from the boat’s stern, announcing what all the fun is about. The beachfront is wall to wall with the big nouveau media platforms hosting “experiences,” including that big yellow Snapchat Ferris wheel that graces the entrance to the Palais. Names like Greenfly, Taboola, Immersion, OpenX, LogoGrab and hundreds of others you wouldn’t recognize float up from the festival like Periscope hearts. And—oh right, almost forgot—through the front doors of the Palais, an award show is taking place that celebrates the leading edge of advertising around the globe.