My reflections on Cannes: Partnerships, Practical AI, and Deeper Data Conversations

By Henry Olawoye, VP, Audience Solutions

Back in 2014, when I first stumbled into the world of adtech, Cannes Lions was little more than a whispered legend. Stories of sun-drenched yachts, bottomless rosé, and deals struck along the French Riviera filled my imagination. I hoped, one day, to experience it for myself.

This year, I finally did. And yes, I had my meeting on a yacht. The verdict? Its amazingness is directly proportional to the quality of your partner meeting. – Here… are my takeaways: 

The reality of Cannes was a vibrant mix of expectations met and surprises encountered. I anticipated the gentle Riviera breeze; instead, I got some of the hottest weather I’ve felt in a decade. But beyond the rosé and the blistering heat, the true value lay in the conversations. They cut through the industry noise, offering clarity and affirming core truths about where adtech is headed.

Where is it headed? …. partnerships are the ultimate currency!

My career has been built on the power of partnerships, and my conversations at Cannes only reinforced this. I was reminded of a situation years ago where my company had a “do not work with” relationship with another firm. Most people would have taken that at face value, but I saw it as a challenge. I dug in. A couple of calls and one in-person meeting later, that stagnant relationship transformed from generating less than a thousand dollars to a consistent six figures monthly.

That success has followed me to Stirista, where we’re laser-focused on finding partnerships that can change trajectories, not just impact a single quarter. Partnerships don’t just drive revenue; they shift the entire landscape. Spot the right one, nurture it, and everything can change.

The Data Dialogue Is Getting Deeper

Conversations about data are finally moving beyond just CPMs. The smartest people in the room are discussing privacy, governance, and integrity with the same energy they use to talk about volume. It was incredibly refreshing to hear a widespread understanding that not all data partners are created equal, and it’s on us to know the difference.

You simply can’t shy away from the tough, in-the-weeds, questions about data even if you’re having the initial conversation over a glass of rosé. While you might not delve into the nuances of governance right then and there, it’s the perfect opportunity to signal that these deeper discussions matter to you and will be part of your due diligence. Marketers are learning not just how to use data more effectively, but also how to choose the right people to work with.

AI Is Moving from Buzzword to Practicality

Let’s be honest, “AI” has been in every pitch deck for the last few years. But it genuinely feels like the technology is finally catching up to the adtech hype. The demos and discussions I had were less about flashy chatbots and more about solving tangible, everyday challenges in segmentation, activation, and measurement. I’m genuinely excited to see how these practical applications will expand Stirista’s capabilities and our industry as a whole. The focus is shifting to real challenges, not just shiny, often unproven, features.

“The Client of My Client Is My Friend”

Riding back to my hotel one night, it all crystallized into a simple mantra that connects these points: “The client of my client is my friend.”

Whether it’s data, AI, or partnerships, our success is tied to how well we understand and serve the entire value chain. This isn’t a new concept, but it’s a powerful reminder. The more we learn about our clients – and their clients – the better positioned we are to win together. To truly succeed, a data company that understands its data and values integrity must partner effectively with every link in the chain, from SSPs to the end client. It’s about understanding their needs as if they were your own.

Data matters. AI matters. Partnerships matter! And all of these connect back to the idea that the deeper you understand the entire ecosystem, the better positioned you are to deliver work that truly delivers.

* Building on the spirit of collaboration, that partner I mentioned earlier, where we grew the account to six figures? We have a similar opportunity to build on our partnership and grow revenue together here at Stirisa. It’s one of the challenges I’m most looking forward to; we’re both aligned in how we see market opportunities, it’s a matter of being ready to execute.