New Digital Age NDA in Cannes '25: Terry Kawaja, founder and CEO of Luma Partners
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Jun 17, 2025 
Terry Kawaja, founder and CEO of LUMA Partners, is a prominent tech advisor in the marketing industry. He delves into the evolving landscape of digital advertising, discussing how agencies can navigate economic uncertainties and leverage AI for growth. Kawaja highlights the decline of third-party cookies and the rise of influencer marketing as pivotal trends shaping the future. He emphasizes the need for sustainability in advertising, offering actionable insights for audiences at major events like Cannes.
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2023 M&A Nadir and Tariff Shock
- The ad industry faced a 10-12 year low in M&A activity in 2023 due to macroeconomic pressures.
- A rebound started in late 2024 but was disrupted by trade tariffs causing uncertainty in deal-making.
AI as the Big Tech Driver
- AI, price outcome focus, and immediate consumption are overlapping growth trends in ad tech.
- AI is the biggest driver, producing tangible efficiencies and effects for companies who invested early.
Demand Tangible AI Use Cases
- Demand specific AI use cases showing real efficiency or effectiveness improvements.
- Implement checks and limiters to ensure AI-driven spend is controlled and meets intended goals.