Unsuspecting visitors to the French Riviera this week might have been surprised to discover that the advertising industry, which gathers here every year for the Cannes Lions festival, is facing a big upheaval.
The rosé was flowing, the music at industry beach parties was thumping and A-List talent that included Channing Tatum, Gwyneth Paltrow and Will Smith were on hand, dispensing wisdom on stage to the thousands of executives who came from all over the world to this celebration of advertising creativity.
But away from the parties and awards, advertising agencies, media buyers and the holding companies that own them are slowly waking up to a future that has been upended and reshaped by two technology companies.
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