Observed Signal · Jul 6, 2026 · Interview · Source: AdExchanger · Impact: 2/5 · Sentiment: Positive
Media & Campaign Planning Market: Channel Planning Is Dead — Digitas' Fluid Funnel
At Cannes Lions 2026, AdExchanger interviewed Liane Nadeau, Chief Media and Investment Officer at Digitas, who argues that traditional channel-based media planning (separate TV, search, audio budgets) no longer matches how consumers discover and buy. Nadeau describes a "fluid funnel" in which discovery, consideration and purchase happen instantly across platforms, requiring networked experiences that follow consumers and are planned and optimized in real time. The piece frames programmatic buying as a mechanism rather than a channel and positions AI as an enabler for real-time orchestration and optimization. The article is presented as an interview/opinion piece by AdExchanger Content Studio and was published July 6, 2026.
Introduces a strategic shift away from channel-siloed planning toward real-time, networked campaign orchestration and highlights programmatic and AI as enablers — relevant to agencies and media planners but not a platform policy or technical standard change.
Key Takeaways & Evidence Grounding
- Article published on 2026-07-06.
- Liane Nadeau is Chief Media and Investment Officer at Digitas and was interviewed at Cannes Lions 2026.
- The article argues channel-based media planning is outdated and promotes a "fluid funnel" approach of networked, real-time experiences.
- Programmatic is described in the piece as a mechanism for executing media across channels rather than a discrete channel itself.
- The article positions AI as a tool to help plan and optimize fluid, real-time media experiences.
Connected Companies & Entities
2 Entities mappedAccess Intelligence
B2B media and events owner serving specialist professional audiences.
“© 2026 Access Intelligence, LLC - All Rights Reserved...”
Digitas
Global digital experience agency for enterprise brands.
“At Cannes Lions 2026, AdExchanger Editorial Director Sarah Sluis sat down with Liane Nadeau, Chief Media and Investment Officer, Digitas, to...”
Ontology Mapping & Concepts
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