Aceex’s head of business development, Nina Pyvovar, discusses the symbiotic relationship between data and creativity on the Croisette, the true ROI of global events, and why balancing AI innovation with a thriving open internet is 2026's most critical conversation…

As the ad tech footprint at Cannes Lions continues to expand, the historic divide between creativity and technology is rapidly dissolving. Today, a successful campaign relies just as heavily on programmatic distribution and data intelligence as it does on compelling storytelling. 

ExchangeWire sat down with Nina Pyvovar from Aceex to discuss this evolving intersection on the Croisette. In this Q&A, Pyvovar unpacks the long-term strategic ROI of major industry events, the necessity of face-to-face alignment amid fragmented global privacy regulations, and how the industry must balance AI-driven efficiency with protecting the open internet.

Cannes Lions has historically been a celebration of creative advertising, but ad tech’s presence on the Croisette grows every year. How does Aceex view the evolving intersection of data, technology, and creative at these massive global events?

I agree, ad tech’s presence is growing year after year, and events like Cannes are a great reflection of how the advertising landscape is evolving.

Don’t get me wrong, Cannes Lions is still about creativity. But today, it’s also about technology, and one can’t exist without the other. It’s a symbiotic relationship that helps our industry grow and deliver better results for brands, publishers, and consumers alike.

The conversation is no longer creative versus technology - it’s creative powered by technology.

A great campaign can only deliver business results if it’s distributed to the right audience, in the right environment, at the right moment. That’s where programmatic, data intelligence, and measurement play a critical role. Events like Cannes increasingly reflect that reality, bringing together storytellers and the infrastructure companies that help those stories scale globally.

With media budgets tightening and procurement under the microscope, how does Aceex measure the tangible business ROI of attending or activating at major industry conferences in 2026?

I don’t believe the impact or ROI of industry events can be measured in the short term. It’s always more complex than simply looking at numbers.

You can’t judge the success of a conference solely by the number of meetings booked or deals closed within the first few weeks after the event. Those metrics matter, of course, but equally important are the strategic relationships built, the networking opportunities created, and the insights gained.

Events like Cannes bring together decision-makers from across the ecosystem, creating opportunities for conversations that often develop into partnerships months later. They also provide valuable visibility into industry trends, challenges, and priorities, helping make better business decisions long after the event is over. 

Global events bring together leaders from disparate markets across the UK, APAC, and MENA. How crucial are these in-person touchpoints for navigating the increasingly fragmented global privacy and regulatory landscape?

Privacy is no longer purely a legal topic. It’s now a commercial and operational consideration that impacts publishers, advertisers, and technology providers alike.

Face-to-face conversations help establish alignment and trust around how data is handled across the ecosystem, particularly when businesses operate across multiple markets with different regulatory requirements.

Most companies understand compliance requirements within their own regions. The bigger challenge is ensuring interoperability across different regulatory environments. Industry events help stakeholders exchange practical approaches, share learnings, and identify common standards that can support sustainable growth across markets.

AI and CTV are dominating industry headlines and transforming media buying. What specific conversations, innovations, or partnerships is Aceex hoping to drive around these technologies during this year's festival?

While AI and CTV are undoubtedly the industry’s hottest topics, we’re also looking forward to discussions around SPO, curated marketplaces, and attention metrics among others.

We’re particularly interested in exploring how technology can help improve efficiency while maintaining transparency, quality, and long-term value for both publishers and advertisers.

One of the most important conversations this year is how the industry balances AI-driven efficiency with the need to protect premium media and the open internet. As content creation becomes increasingly automated, trusted publishers, curated inventory, and transparent supply paths become even more valuable for advertisers seeking meaningful consumer engagement.

We believe innovation should strengthen the open internet ecosystem, helping publishers maximise value while giving advertisers access to trusted, high-quality environments.