The Drum @ Cannes: Why Programmatic is on a collision course at Cannes

Cannes is becoming a collision between the creative industries, digital and tech, according to The Trade Desk’s UK general manager James Patterson.

The festival’s ability to bring everyone together is why Cannes is so important, he says. “Programmatic is coming to the fore and it’s really important to discuss it in tandem,” adds Patterson, explaining why The Trade Desk has partnered with The Drum on its Cannes coverage.

Also in the video, Patterson outlines advances in programmatic and why agencies should be more enthused about the opportunities it affords the advertising industry.

Audio, out-of-home and television are three innovations that agencies should be aware of, particularly as so-called ‘traditional’ media become more digital. It is why The Trade Desk recently launched programmatic radio, headlining with Spotify and other partners. Patterson also points to outdoor’s geographical targeting possibilities, something that is already happening in parts of London.

“Why should agencies be more excited about this?” he adds. “It’s because it is where the dollars, pounds and euros are. TV, audio and even print are becoming more digital, and [programmatic] allows you to be accountable – something we are all striving for.”

For more of The Drum's coverage of Cannes click here.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.