By Mateusz Jędrocha, Chief Product Officer, Adlook
At Cannes Lions 2025, one message came through loud and clear: outcomes matter more than ever. Marketers aren’t just being asked to show up – they’re being asked to prove performance. But as always, Cannes was also a mirror of where the industry says it’s heading versus where it’s actually ready to go. Here are my eight themes that cut through the noise:
Measurement is Mission-Critical, But Still Messy
The demand for business outcomes is universal. But the ability to measure those outcomes remains inconsistent. Across global brands and agencies, leaders acknowledged that while performance metrics are a top priority, the tools to consistently and credibly measure them still lag. Fragmented methodologies, regulatory disparities, and legacy systems are slowing progress. Until there’s greater alignment, marketers will continue chasing results with one hand tied behind their back.
AI’s Moment has Arrived – And it’s Practical
AI is no longer just a buzzword. From optimizing creative to enhancing predictive analytics, the most talked-about use cases were grounded in real, embedded workflows. The shift is clear: the value of AI lies in improving speed and decision-making, not replacing humans.
Brands are Reexamining the Role of Agencies
In-housing conversations have moved from exploration to execution. Brands are looking for tighter control, better access to data, and faster decision-making. While agencies remain essential, the pressure is on to evolve. Flexibility, measurable value, and strategic alignment are now non-negotiables.
CTV has Arrived at Center Stage
CTV was a dominant topic, fueled by growing investment in live sports and maturing programmatic infrastructure. It’s no longer a future-facing bet – it’s central to media plans. But challenges remain around measurement standards, real-time scalability, and frequency control.
Privacy isn’t Going Away, and it’s Slowing Progress
Privacy concerns surfaced in nearly every conversation, especially in Europe. Regulatory fragmentation is forcing platforms to build regional implementations, adding complexity and cost. Until clearer global standards emerge, innovation will continue to be throttled by compliance.
Jargon is Getting in the Way of Progress
Despite the ambition, too much of the industry conversation remains clouded by buzzwords. Terms like “clean rooms”, “CDP” and “curation” are often used without clear definitions. Many marketers expressed frustration with having to decode products instead of focusing on results. Clarity is now a competitive advantage.
Politics are Reordering Brand Priorities
Sustainability and DEI received noticeably less airtime this year. Rising political sensitivities, especially in the U.S., are driving brands to refocus on safer topics like performance and efficiency. These values still matter, but how they’re prioritized and messaged is evolving.
Conclusion
The sentiment at Cannes was one of grounded optimism. There’s growing alignment around the need for outcomes, better measurement, and AI integration – but also an acknowledgment that the industry still struggles with fragmentation and abstraction. For marketers, the challenge is to turn this awareness into action. The ones who do will set the tone not just for the next festival, but for the future of advertising itself.
