Observed Signal · Jun 26, 2026 · Conference Discussion · Source: The Drum · Impact: 3/5 · Sentiment: Positive
Connected TV (CTV) & OTT Market: 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.
Industry-focused Cannes discussion highlights CTV’s maturation and the practical next steps for advertisers: integrating first‑party and retail media data, measurement and cross-screen creative. This shapes buying strategies and measurement priorities across brands and adtech partners.
Key Takeaways & Evidence Grounding
- At Cannes Lions, industry discussion shifted from arguing for CTV’s inclusion to how brands integrate CTV with data, commerce and measurement.
- Dailymotion presented itself as a 'video adtech company' and said its position within Canal+ has strengthened its premium video and CTV capability.
- Coty (via Rafael Lopez de Azua) announced a focus on 'connected TV with a data layer' to enable more efficient and effective buys and better targeting.
- Lopez de Azua highlighted that retailers often retain first-party purchase data, making retail media and proprietary partner data crucial for closing the measurement loop.
- Speakers emphasised adapting creative to device environments and using AI to scale creative production while retaining human brand expertise.
Connected Companies & Entities
2 Entities mappedCANAL+
Pay-TV and streaming group with advertising and VOD revenues.
“That shift has been accelerated by its place within Canal+, giving Dailymotion a stronger position in premium video and CTV....”
Coty
Advertiser / Brand (Buys Ads)Global beauty products company with a broad branded portfolio.
“For Lopez de Azua. Coty, one of the world’s largest beauty companies, operates across brands and markets where attention is brutally competi...”
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