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-driven 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.
In a world of infinite content and shrinking attention spans, breakthrough creativity doesn’t start with an idea, it starts with a deep understanding of the audience. The brands and storytellers capturing cultural attention today are those who know their audiences intimately: what they care about, where they spend their time, and what moments truly matter to them. In this opening conversation, leaders will explore how audience insight and creativity work together to drive cultural relevance and business impact, examining how brands translate audience understanding into powerful storytelling, capture attention in a fragmented media landscape, and balance data-driven decision making with the instinct that fuels great creative work.
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As advertisers demand greater standardization and accountability across media investments, the historically fragmented premium video ecosystem is entering a new phase of collaboration. In this panel conversation, leaders from OpenAP, Warner Brothers Discovery, NBCUniversal, Paramount and Fox will discuss the recently announced cross-publisher initiative designed to simplify audience buying and unify outcome measurement across linear and streaming TV. Together, they will explore why shared infrastructure matters now and how a more streamlined workflow will improve planning, activation, and measurement for the future of premium video advertising.
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As AI reshapes every facet of the advertising lifecycle, its true potential depends on one critical element: consistent, deterministic audience data and identity infrastructure. However, the historical lack of interoperability across TV and streaming platforms has made it difficult to fully realize both the promise of AI-driven decisioning and the long-standing goal of scaling audiences everywhere. Without a unified identity layer, data remains siloed, limiting both automation and cross-platform reach.
Leaders across media, data, and technology will explore why a standardized, interoperable identity framework is the key to unlocking the promises of agentic AI, and enabling advertisers to build once and reach everywhere.
Everyone agrees unified reach is inevitable. Far fewer agree on what it actually is. In this illuminating session, Warner Bros. Discovery will introduce findings from its new thought leadership paper, The Unified Reach Paradox, unpacking how differing assumptions, data inputs, and modeling approaches can lead to variation in campaign measurement.
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We’ll then bring in leading voices in measurement to discuss how marketers should navigate growing complexity in cross-publisher measurement, what they need from their partners, and why transparency and consistency have become critical to media planning, valuation, and investment decisions.
As AI accelerates the creation, personalization and distribution of advertising, the media industry is in a new battle for consumer attention. In a world where content becomes infinite and media decisions increasingly autonomous, the value of human creativity, trusted environments and meaningful audience connection may become more important than ever. The question is no longer simply how advertising is bought… but what captures attention, earns trust and drives impact in an AI-shaped media ecosystem.
In this closing conversation, speakers will explore how AI is reshaping the economics of attention, the future role of agencies and platforms, and whether traditional definitions of media value, engagement and performance are equipped for the next generation of advertising.
