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This Cannes special edition was made possible by Roundel. |
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JUNE 23, 2025 |
Still jet-lagged from Cannes Lions? Relive the event—and read our analysts’ takeaways—at our Cannes coverage center. | | | |
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At Cannes Lions 2025, commerce media partnerships once again reigned supreme. Once the domain of digital shelf tactics and retail data, commerce media is now reshaping how brands show up across social platforms, connected TV (CTV), and in-store displays. This year’s festival offered a glimpse into a more integrated, AI-driven future—one where conversational ads, programmatic pipes, and real-world touchpoints blur the lines between media and purchase. |
Target’s retail media arm Roundel even leaned into relationship-building, hosting a "Women in Leadership" brunch on the Riviera headlined by relationship expert Esther Perel, underscoring how commerce media networks now sell culture as much as clicks. |
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From tech giants unveiling tools that promise precision at scale, to unexpected partnerships between platforms, the message was clear: The category is maturing fast—and everyone wants in. Here are the top takeaways. |
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For the first time in its history, the Cannes Lions International Festival of Creativity awarded medals in retail media—a sign that commerce-driven creativity has fully arrived on the global stage. |
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These inaugural honors recognize campaigns that not only captured attention but also converted it, blending media innovation with tangible shopping outcomes. From grocery chains tying loyalty programs to reusable bags, to household brands extending coupon life spans through tech, the winners showed how retail media can be both strategic and surprisingly inventive. |
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Here's a look at the trailblazing campaigns that took home Cannes Lions’ first retail media medals. |
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Retail media’s next phase will see billions of daily shopper signals paired with AI to fine-tune campaigns on the fly. Through consolidated buying, data collaboration, and transparent pricing, advertisers will have the ability to turn insights into measurement results. This article was contributed by Roundel. | | |
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