At this year’s Cannes Lions International Festival of Creativity, our Addressability & Measurement Working Group, in partnership with Verve, hosted an informal roundtable and networking event to explore the current and future state of addressability and measurement in Europe. Set against the energetic, inspiring (and rather warm) backdrop of the Croisette, the session, led by our Working Group Lead, Pete Danks and Industry Development & Insights Director, Marie-Clare, brought together some of the brightest minds from across the digital advertising ecosystem to drive the conversation forward in a collaborative and constructive setting.
Designed as an open forum, the session created space for honest dialogue about the challenges and opportunities in today’s complex, technical world of digital advertising. From AI and ethics to measurement and more, the discussion was rich with practical insights and clear-eyed perspectives on what’s happening now and what needs to happen next.
Here are our top takeaways from this lively exchange:
Despite new and continually changing technology, brand safety and suitability remain essential. Even with identity solutions (like ID-based targeting), there's still a need for strong contextual tools to avoid false positives. New AI models, including large language models (LLMs), are being used to improve accuracy and nuance in this area.
On iOS, roughly 80% of users decline tracking, leaving most bid requests effectively “blind” on these devices. However, companies can model behaviours based on the 20% who do opt in. On-device signals such as scroll speed and device motion are offering new behavioural insights and helping distinguish bots from humans. All of this depends on user consent, though, and participants agreed that more must be done to ensure users truly understand what they’re agreeing to.
The gap between large platforms and the open web continues to grow. While Big Tech dominates in scale, infrastructure, and learning & development, smaller players are being challenged to innovate with fewer resources. There was a strong call for publishers to activate first-party data strategies and explore shared ID frameworks, though these too depend on scale and login environments.
As traditional tracking methods decline, the skills needed for marketing and data professionals are changing. The group identified several must-haves:
The power and intimacy of AI, particularly LLMs that process conversational data, demand a renewed focus on ethics. The discussion flagged concerns around consent, emotional targeting, and surveillance, especially in moments of user vulnerability. Regulation and industry standards are urgently needed to ensure AI is deployed responsibly, particularly to safeguard youth and other at-risk groups.
Trade bodies like IAB Europe were recognised for their crucial role in bridging global best practices with local implementation. From supporting upskilling initiatives to advocating for ethical innovation, their presence is vital. Participants also stressed the need for standardised protocols (e.g., conversion APIs) and clearer guidelines around “minimum viable” compliance, especially for smaller organisations navigating complex regulation.
As the session wrapped up, several themes emerged:
Our Addressability & Working Group Lead, Pete Danks, commented on the session, saying, “A diverse cross-section of (warm!) industry stakeholders all agreed on some key points - measurement is fast becoming the enabler for all media. Without it, the cogs don’t turn - so collaboration, education, and a hunger to keep learning and sharing are the pillars for success here.”
Grant Gudgel, SVP Marketing, at Verve, also said, “At Verve, we believe that the AI-driven future of measurement and addressability solutions must balance performance and respect for privacy. The conversation in Cannes made clear that the only way forward is together, through open collaboration, smarter measurement, and thoughtful use of AI. We were proud to host IAB Europe and the industry at Chez Verve for such an honest and forward-looking exchange.”
The roundtable reinforced the importance of industry collaboration in navigating the next chapter of digital advertising. By bringing together diverse stakeholders to discuss real challenges and future opportunities, our Addressability Working Group and Verve sparked a conversation that will no doubt continue to shape the European landscape in the months and years ahead.
A special thank you to Verve for generously hosting us and creating the perfect space for these vital industry discussions at Cannes Lions.
For more information on our addressability work and how you can get involved in our working group, please contact the team at communication [at] iabeurope.eu.
