For Ad Tech, Cannes This Year Is All Business

Amid an economic slowdown and increased competition, ad-tech firms face more challenges

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Over the past decade, ad-tech firms have gone from newcomers to mainstays at the annual Cannes Lions International Festival of Creativity. But the hustle is far from over.

Amid 2023’s choppy economic waters, ad-tech firms are using the annual French conference to lay the groundwork for second-half 2023 business goals, half a dozen industry told Adweek.

“Almost everyone is behind target this year and therefore, pressure is on at Cannes [to make] half two better than half one,” said Robert Webster, global vice president of strategy at marketing consultancy CvE.

Cannes is one of the last conferences to secure deals for the current calendar year, said Ana Milicevic, co-founder of programmatic consultancy Sparrow Advisors.

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