Cannes Lions 2026: A clearer view into streaming TV

This year’s Cannes Lions was less about predictions and more about progress. Across the Croisette, conversations about streaming TV centered on the practical opportunities that will define the industry’s next chapter, from monetization, to targeting optimizations, and ultimately measurement.

At Wurl’s cabana – themed around providing a clearer view into streaming TV – those conversations took center stage. Through industry roundtables and networking social hours, we brought together leaders from across the CTV ecosystem to exchange ideas, challenge assumptions, and explore what’s next for streaming.

An unfiltered view into the ideas shaping the future of streaming TV

Our first roundtable, hosted by Wurl’s GM of EMEA, Keith Bedford, explored the evolution of the European streaming market. Participants discussed the rapid growth of programmatic CTV across Europe, the increasing role of live sports in driving FAST adoption in the region, and the importance of maintaining healthy CPMs as the market matures.

In partnership with AdExchanger, our second roundtable centered on the future of CTV advertising. Attendees got an exclusive first look at new research from Wurl and AdExchanger exploring the growing opportunity for contextual targeting in streaming TV, ahead of the report’s release in the second half of 2026. The conversation examined how innovation – not simply shifting linear budgets to CTV – will define the next phase of advertising, while tackling ongoing challenges around frequency management and data fragmentation. Participants also discussed how AI and scene-level contextual targeting can help create more relevant advertising experiences.

Our final discussion, hosted with CIMM, examined one deceptively simple question: how can advertisers best optimize for quality impressions in streaming tv? Participants explored how attention, viewer receptivity, and emotional context all contribute to campaign effectiveness, while debating whether advertisers should evaluate the quality of the content, the audience, or the overall viewing experience. As contextual advertising continues to evolve, the group agreed that understanding what’s happening within a scene – not just the program or genre – will become increasingly important for delivering meaningful outcomes.

Continuing the conversation

Discussions continued throughout the week at our curated networking events for friends and partners.

Our “First Pour, Reimagined” event brought together senior voices from across the industry for an elevated take on happy hour, while our “Women in AdTech & Media Social” returned for another year to celebrate and strengthen the community of women shaping the future of streaming, advertising, and media. Attendees got to enjoy complimentary dry styling services, makeup touch-ups, premium giveaways, and other thoughtful experiences designed to help them recharge during a busy week at Cannes.

Last but not least, each morning we offered our Cabana up as a relaxing spot to re-energize for the day ahead. Complete with a nutritious breakfast and free vitamin B-1 shots, these open door mixers provided a friendly opportunity to meet new people and recover from the prior evening’s festivities.

Thank you to everyone who joined us in Cannes! From our roundtable discussions to networking events, the event reminded us that some of the industry’s best ideas come from bringing the right people together. We’re looking forward to continuing these conversations – and building an even clearer view into streaming TV.