Above the Croisette, a fundamental question is emerging: how do brands truly connect with the audiences that matter most in TV's new order--one in which long-form storytelling, audience intelligence and measurable outcomes are no longer separate disciplines, but part of a connected ecosystem?
As streaming transforms the video landscape, AI reshapes how media is planned and optimized, and marketers face increasing pressure to drive business results, the definition of television itself is evolving. TV is no longer only a brand-building channel. It is becoming one of the most powerful and performant media platforms in advertising.
Join OpenAP and industry leaders for an intimate conversation exploring the future of audience-based television and the emerging infrastructure powering a more connected, outcome-focused and agentic video marketplace.
The OpenAP Villa
3318 Grand Boulevard de Supercannes, Vallauris, 06220
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Tuesday, June 23rd, 2026
12:00-2:30 p.m.
Lunch will be provided
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Transportation
The OpenAP Villa is located less than a 15-minute drive from the Croisette. Transportation will be provided from the JW Marriott beginning at 11:15 a.m.
Breakthrough creativity doesn’t start with an idea – it starts with a deep understanding of the audience. The brands capturing cultural attention today are those that know their audiences with conviction: what they care about, where they spend their time, and what motivates them. In this opening conversation, American Eagle’s Craig Brommers and 3CV’s Michael Kassan will explore how to fuel creative confidence, earn attention, and build creative that delivers both brand impact and measurable business outcomes.
As consumers navigate an increasingly fragmented media landscape, capturing (and keeping) attention has become one of the greatest challenges in modern marketing. In this conversation, speakers will explore the enduring power of video, the role attention plays in driving advertising effectiveness, and how AI is transforming advertising and the value of audience engagement. Together, they'll discuss how marketers should think about attention, AI, and the future of video in an increasingly intelligent media ecosystem.
Marketers have long known that premium video captures attention and drives brand impact, but they increasingly need to understand how that attention translates into measurable business outcomes. As television evolves into a more data-driven and performance-oriented channel, the industry is coming together to build the infrastructure needed to make audience-based and outcome-based buying more scalable, interoperable and accountable across publishers and platforms. This session will explore the recently announced cross-publisher initiative designed to simplify audience buying and establish a unified framework for outcome measurement across premium video. Together, they'll discuss why collaboration matters now and how shared infrastructure can help connect audiences, attention and business results in the next era of television advertising.
Julia Boorstin, Senior Media & Technology Correspondent, CNBC
Ryan Gould, President, US Ad Sales, GTM, Warner Bros. Discovery
David Levy, CEO of OpenAP
Travis Scoles, EVP, Advanced Advertising, Paramount
Cara Lewis, Executive Vice President and U.S. Head of Agency Sales, TelevisaUnivision
Matt Jamison, Senior Vice President, Ad Sales Strategy and Partnerships, Fox Corporation
The promise of outcome-based television has the potential to fundamentally transform how advertising is planned, activated and scaled across the premium video ecosystem. New opportunities are emerging to simplify increasingly complex workflows, with the long-standing vision of building an audience once and activating it everywhere moving closer to reality. In this discussion, leaders will explore how they are building more intelligent, automated approaches to audience-based buying.Â
Chris LoRusso, Chief Business Officer, OpenAP
Lisa Herdman, Chief Enterprise Integration Officer, RPA
Ben Hovaness, Executive Vice President, Global Specialized Capabilities at Omnicom Media
Martin Wexler, Executive Vice President, Product Revenue & Partnerships at Acxiom
Jovan Dupor, Chief Strategy Officer, Performance, Dentsu Creative
As television evolves into a more outcomes-driven advertising channel, trust in measurement has become increasingly important and increasingly difficult to achieve. Advertisers are placing greater emphasis on audience-based planning, cross-platform reach, and business outcomes. Yet the methodologies used to measure those outcomes often vary significantly across providers, creating challenges around consistency, comparability, and confidence.
In this session, Warner Bros. Discovery will unveil new research examining the current state of unified reach measurement and the factors driving variation across the marketplace. Building on those findings, industry leaders will explore what greater transparency means for advertisers, why standardization remains critical to the future of premium video, and what the industry must do to create the trusted measurement foundation needed to support the next generation of audience buying, outcome measurement and AI-enabled advertising.
