Cannes Lions 2026: Publishers Look Beyond AI To Redefine Value Across The Open Web
At Cannes Lions 2026, publishers looked beyond AI hype to focus on trust, quality, data collaboration and premium media experiences as the foundations of a stronger open web.
For publishers, this year’s Cannes Lions marked a turning point in how the industry defines value. Conversations increasingly centred on the foundations of a stronger open web, from improving inventory quality and strengthening data collaboration to finding new ways of creating value through trusted audiences and richer media experiences.
And while AI did remain woven throughout those discussions, the focus had moved beyond novelty. The attention was on applying technology in ways that help publishers build more sustainable businesses while giving advertisers greater confidence in where they invest.
AI shifts from automation to accountability
AI may have remained the biggest talking point in Cannes, but many conversations reflected a more measured perspective than in previous years. Rather than asking what AI is capable of, publishers and technology providers were increasingly discussing how it can deliver greater transparency, stronger collaboration and more informed decision-making.
Mateusz Jędrocha, CPO at Adlook, believes the conversation has matured beyond a focus on speed alone. While AI can undoubtedly accelerate campaign execution, he argues that “speed and transparency together” are what will determine whether brands genuinely trust automated decision-making. The challenge now is creating systems that remain visible and adaptable, rather than becoming opaque black boxes.
That growing emphasis on accountability extended across the wider ecosystem.
Matt Salmon, VP Advertiser Solutions & AgenticOS, EMEA at PubMatic, believes Cannes marked another important milestone in AI’s evolution, describing it as the year the industry began discussing “agentic as a core driver of digital advertising strategy and not just an efficiency tool.” Looking ahead, he argues that success will depend on execution, with automated agents requiring “a transparent, efficient, and direct supply chain” alongside access to high-quality media. For publishers, this places renewed emphasis on the value of premium inventory and robust programmatic infrastructure as agentic campaigns become more widely adopted.
Nick Morgan, Founder & CEO of Vudoo, noticed a similar evolution across retail media, observing that “the conversation has shifted beyond AI hype to execution.” As retailers modernise the technology behind their media networks, he believes success will increasingly come from ecosystems capable of evolving through specialist partnerships rather than relying on one platform to do everything.
Nick Henthorn, Global Head of InfoSum at WPP, believes that evolution also depends on better data collaboration. He noted that while identity remains important, “intelligence is the differentiator,” with organisations increasingly focused on connecting diverse signals responsibly. As discussions around media and commerce continue to converge, privacy-preserving collaboration is becoming a critical building block for the next generation of AI.
Quality becomes the defining advantage
One of the clearest messages emerging from Cannes was that publishers are increasingly being judged on the quality of what they offer, rather than the scale they can reach.
Robin de Wit, Product Marketing Director at Refinery89, believes the industry’s attention should extend beyond AI efficiency and towards strengthening the wider publishing ecosystem. While many discussions focused on automation, he argues that “the conversations that focused around how we can leverage smart technologies to democratise ad revenue across the whole ecosystem are the ones that should be amplified.” For independent publishers in particular, that shift represents an opportunity to demonstrate that trusted audiences are not simply good for journalism, but good for advertisers too.
That emphasis on quality was echoed by Keith Arrowsmith, Global Marketing Director at Onetag, who believes publishers are moving “from simply scale to the value proposition of their inventory.” Rather than competing on volume alone, many are using better technology and data to increase the value of every impression while helping advertisers achieve stronger outcomes across the open web.
Adrien Boyer, SVP EMEA at Seedtag, saw the same theme reflected in conversations around curation. He believes “the curation conversation at Cannes was long overdue,” with buyers becoming far more selective about what constitutes valuable inventory after “too much repackaged inventory has been dressed up as strategy.” That same scrutiny, he noted, is increasingly being applied to AI itself.
Publishers follow audiences, not just platforms
Another recurring conversation centred on where attention is moving as AI reshapes how people discover content online.
Stephen Upstone, CEO and Founder of LoopMe, believes the industry’s biggest question has become “where web traffic is actually going.” As generative AI changes discovery behaviours, he argues that “open app is capturing it,” presenting publishers with fresh opportunities to engage audiences in environments where attention remains highly engaged.
Retail media also featured heavily throughout the week, reflecting the growing overlap between publishing, commerce and advertising. Morgan believes retailers are increasingly questioning “whether a single platform can continue to meet every need,” creating opportunities for more flexible technology partnerships that can evolve alongside changing consumer journeys.
Creativity still gives publishers their edge
Technology may be changing how campaigns are delivered, but Cannes reinforced that the environments surrounding those campaigns remain just as important.
Arrowsmith pointed to publishers experimenting with “the combination of media and formats, including AR and VR,” as they seek to build richer experiences that create more valuable engagement for both audiences and advertisers.
Boyer believes the discussions during Cannes around the World Cup reflected the same principle. Rather than focusing purely on audience numbers, attention shifted towards “what sustained shared attention actually does for brands.” Looking ahead, he argues that publishers able to understand “not just who audiences are watching, but how they’re feeling when they watch” will be best positioned to help advertisers connect with those moments.
Looking ahead
If Cannes Lions 2026 revealed anything, it’s that publishers are entering a new phase of the open web. Success will depend less on adopting the latest technology and more on combining trusted content, responsible data practices and premium media experiences in ways AI alone cannot replicate. Though AI will undoubtedly remain part of that journey, its value will increasingly be measured by how effectively it helps publishers strengthen the foundations of their businesses.