This week, the spotlight fell on Cannes Lions, where AI, creativity and commerce dominated conversations, while major acquisitions, platform shifts and media partnerships signalled broader changes across the advertising landscape. In today’s Madtech Daily, we cover the BBC testing a YouTube news channel abroad, DeepSeek planning an AI hiring spree and bring you the latest updates from day four of Cannes Lions.

At Cannes Lions, the industry’s biggest annual gathering delivered a steady stream of headlines. The festival crowned its first European CMO of the Year, with LEGO’s Julia Goldin recognised for transforming the toymaker into a cultural powerhouse spanning entertainment, gaming and sport. Creativity remained at the heart of the awards, with Uber Eats securing the Media Grand Prix for its interactive Super Bowl campaign, which generated millions of app visits and record sales. AI was impossible to ignore on La Croisette, as Meta unveiled new automated creative and consumer engagement tools designed to simplify campaign execution. 

Away from Cannes, retail media continued its rapid expansion. Walmart agreed to acquire French connected TV advertising platform Vibe.co for USD$1.4bn (£1.11bn), strengthening Walmart Connect’s capabilities and giving smaller advertisers easier access to streaming inventory backed by retail sales data.

Meanwhile, publishers continued to explore new growth models. Forbes launched a creator-led initiative that places social media talent at the centre of its off-platform strategy, producing video-first content for platforms such as TikTok and Instagram while experimenting with revenue-sharing arrangements.

Consolidation also remained a key theme. Penske Media Corporation expanded its influence in digital publishing through the acquisition of Vox Media’s portfolio of brands, including The Verge, Eater, SB Nation, PopSugar, The Dodo, Punch and Thrillist. 

In broadcasting and ad tech, Channel 4 widened programmatic access to its streaming inventory through new partnerships with Amazon Ads, FreeWheel, Hawk, PubMatic and Yahoo. 

Finally, concerns over platform accountability resurfaced in the UK. The Attorney General’s Office became the first government department to stop posting on X, citing concerns around misinformation and harmful content. The decision highlights the growing scrutiny social platforms continue to face from policymakers and public institutions.