Another sunset has called time on the Cannes Lions International Festival of Creativity. This year’s annual awards show for the advertising industry went far to demonstrate ad tech’s key role in driving powerful campaigns that resonate with its audience at scale. It also added extra weight to the debate around great creative fuelled by data and technology.

No question, mobile sits perfectly at the intersection of people, data, and message. As one of the most vibrant and potentially noisiest events of the calendar year closed, there’s never been more of a focus on people and audience-first creative work — and mobile is fully integrated into the fabric of pretty much every category of the advertising festival.

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