Observed Signal · Jul 7, 2025 · Panel Discussion · Source: Marketecture · Impact: 2/5 · Sentiment: Neutral
CTV Innovation: Cannes Insights with LinkedIn and iSpot
Marketecture's Innovation Collaborating event, staged with TVREV and Fabric Media in Cannes, featured Ari Paparo leading a panel on the convergence of B2B marketing and connected TV (CTV). Participants included Lee Womer of LinkedIn and Stuart Schwartzapfel of iSpot, exploring how B2B advertising fits into CTV and measurement ecosystems. Citing eMarketer, the discussion notes that B2B media is a $43B opportunity this year, underscoring growing demand for cross-channel strategies that blend professional networks with broadcast and streaming environments. The conversation highlighted the importance of collaboration between platforms and analytics providers to unlock B2B CTV growth, signaling a trend toward tighter integration of DSPs, publishers, and measurement tools. The dialogue reflects Cannes as a hub for ad tech innovation and cross-brand dialogue about expanding B2B demand within the CTV landscape.
Notes a sizable B2B media opportunity and CTV collaboration, but not a major platform rollout or regulatory action.
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Key Takeaways & Evidence Grounding
- Ari Paparo led a panel on the convergence of B2B marketing and CTV with Lee Womer (LinkedIn) and Stuart Schwartzapfel (iSpot).
- Event: Innovation Collaborating with TVREV and Fabric Media in Cannes.
- eMarketer states B2B media is a $43B opportunity this year.
- The discussion highlighted collaboration between LinkedIn and iSpot as part of the Cannes gathering.
Connected Companies & Entities
3 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Cannes Marketecture: AdTech Conference Agenda
Marketecture and TVREV hosted a Cannes-focused program at the Madhive + Fabric Innovation Studio at The Majestic, featuring leaders from TV, advertising, and tech. The agenda opens with Alan Wolk (TVREV) delivering a Welcome and Keynote on Life After The Monoculture, followed by sessions including Tony Marlow (LG Ad Solutions) in More Than Just A Television and multiple AI-focused discussions with Ari Paparo and Spencer Potts. The lineup spans Future of Measurement, AI Planning and Outcomes, AI in Action, and a preview of Ari Paparo’s forthcoming book about Google, Ad Tech, and Antitrust. Additional sessions cover B2B on CTV, programmatic and direct TV, data marketplaces, and cultural audience strategy, with a sign-up link for Cannes-2025. The event assembles executives from advertisers, publishers, and analytics firms to explore the evolving landscape of TV, measurement, and AI in advertising.
CTV's Next Phase: Connect Video, Data and Commerce
At Cannes Lions, industry speakers argued that Connected TV (CTV) is now an established media channel and the next challenge is integrating video, data, commerce and measurement across screens. Dailymotion framed itself as a video adtech company strengthened by its place within Canal+, while Coty’s Rafael Lopez de Azua said the company will prioritise CTV combined with a data layer and retail media partnerships to target shoppers more effectively. The discussion stressed measurement, creative adaptation by device, AI-enabled creative production, and breaking silos between clients, agencies and platforms to create a joined-up global video strategy that links attention to purchase outcomes.
Unlock B2B Potential with Connected TV Advertising
MarTech published a March 4, 2026 interview episode with Chris Modzelewski, EVP of ad solutions and data monetization at Intentsify, that examines how connected TV (CTV) is opening new targeting and reach opportunities for B2B marketers. The piece outlines the evolution of CTV—bringing online-style targeting to television—while noting barriers such as creative differences for TV spots and opaque measurement. The episode covers practical topics including current CTV state, measurement approaches, where CTV fits in B2B strategies, hiring trends, and anticipated CTV topics for the coming year. The article is hosted on MarTech (owned by Semrush) and authored by Mike Pastore of Third Door Media.
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