Ad-Tech Players Are Crashing Cannes
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There will be a lavish yacht party, a rooftop bash and a full-court press to impress at the Cannes Lions festival — but the host won’t be an ad agency or a media company. These festivities come courtesy of the Rubicon Project, a developer of automated-ad-transaction technology.
Along with Rubicon, ad-tech companies of all shapes and sizes will be invading Cannes this year. Some might say these preachers of algorithmic buying are responsible for the decline of the very creativity the festival celebrates. But, arguing the opposite, they’re heading to France en masse, throwing lavish parties aimed at attracting the attention of attendees who control the big bucks.
“The marketers are there in full force, the agencies are there in full force and the publishers are there in full force,” said Terence Kawaja, CEO of investment bank Luma Partners, which advises on ad-tech mergers and acquisitions. That gives ad-tech players exposure to potential clients.
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