The Refresh News: June 23 - TV Takes the Spotlight: Cannes 2025’s Battle for the Future of Streaming Advertising

In this week’s episode of The Refresh, Kait dives into the wave of major announcements that dominated Cannes Lions 2025 highlighting a shift inadvertising where TV and streaming platforms stole attention from AI. From exclusive inventory deals to AI-powered product placement, the episode unpacks how players like Amazon, Disney, Netflix, and Comcast are racing to transform TV into a full-funnel, performance-driven channel. As advertisers demand better data, measurement, and real-time capabilities, DSPs and media giants are forming strategic alliances to claim their spot at the top.

We cover:

• Amazon and Roku Partner Up: Amazon secured exclusive access to Roku’s logged-in user base via its DSP, and integrated Disney’s Drax exchange to enable commerce-data targeting across Disney+ and Hulu inventory.
  

• Disney Expands DSP Access: Disney added 12 new DSPs to its “Disney Live Certified” program and is scaling its Magic Words AI targeting product to enhance live event advertising.
  

• Netflix Enters Virtual Ad Placement: Netflix is rolling out AI-driven dynamic ad products, including branded insertions during paused content—mirroring The Trade Desk and Rembrand’s new virtual product placement offerings.
  

• Walmart x NBCU and Comcast’s Triple Play: Walmart’s new partnership with NBCUniversal unlocks shopper data for cross-platform targeting, while Comcast announced three major updates spanning outcome-based measurement, dynamic shoppable ads, and identity resolution.
  

Data Becomes the New Differentiator: With premium inventory access now considered baseline, platforms are competing on who can provide better data, targeting precision, and real-time performance insights—especially as programmatic buying expands in live content.

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