Major Brand-Tech Collaborations in Advertising at Cannes Lions 2025
Cannes Lions 2025 highlighted global advertising and media innovations, with major companies launching AI tools, streaming integrations, and programmatic solutions to drive performance marketing and real-time consumer engagement.
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The Cannes Lions International Festival of Creativity 2025 was a global event that brought together professionals from advertising, marketing, and communications to showcase innovation and industry excellence.
Held from June 16 to June 20, 2025, the festival attracted over 12,000 attendees from more than 97 countries, including senior leaders from brands, agencies, media companies, and technology providers.
This year’s event highlighted significant brand-technology collaborations, focused on advancing performance marketing through AI tools, livestreaming, programmatic advertising, and enhanced data-driven targeting.
Here are some of the key brand-technology collaborations and announcements that stood out at Cannes Lions 2025:
Meta Launches 11 New AI Ad Tools
Meta introduced new generative AI tools at Cannes Lions 2025, including Advantage+ enhancements for brand consistency, dynamic image-to-video ad creation from up to 20 static images (with music, overlays and text), AI-generated product highlights, voice-activated responses, Creative Sticker CTAs, virtual try-on, and AI-powered business assistants across its platforms.
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Amazon Ads Partners with Roku
At Cannes Lions 2025, Amazon Ads and Roku, Inc. introduced a new integration that allows advertisers to reach authenticated CTV households in the US through Amazon DSP. The collaboration improves the ability to target and measure CTV ads across platforms, including The Roku Channel, Prime Video, and other popular streaming services available on Roku and Fire TV devices.
Omnicom Announces Multiple Partnerships
Omnicom Media Group has announced multiple partnerships focused on improving performance marketing at Cannes Lions 2025. Collaborations with platforms like X, Amazon, Meta, PayPal, and YouTube aim to enhance real-time targeting, livestreaming, and commerce strategies through data-driven tools, programmatic access, and media planning integrations across key digital and retail environments.
YouTube Unveils ‘Open Call’ Feature
YouTube has introduced an ‘Open Call’ feature to simplify how brands connect with creators for sponsored content at Cannes Lions 2025. Part of YouTube BrandConnect, it lets marketers share briefs with eligible creators, who can submit tailored video proposals. Brands can then select and promote approved content as partnership ads through Google Ads for wider campaign reach.
Amazon Announces Partnership with Disney
Amazon Ads and Disney Advertising have unveiled an integration between Disney’s Real-Time Ad Exchange and Amazon DSP. This gives advertisers direct access to premium inventory on Disney+, Hulu, and ESPN, combining Disney’s contextual insights with Amazon’s shopping data. It also integrates Amazon Publisher Cloud with Disney Compass for streamlined targeting and measurement.
