CANNES – This week during the Cannes Lions International Festival of Creativity, Digitas announced a new partnership with social media and technology news site Mashable. Beet.TV spoke with Tony Weisman, CEO of DigitasLBi North America, at the Cannes event about the news. This partnership comes after Digitas’ partnership with The Huffington Post, which was announced during this year’s Digtial Content NewFronts.

“These are all part of the continuing evolution of trying to make our brands as relevant as possible to consumers,” Weisman says.

Weisman says he is not a fan of native advertising.

“If it matters to a consumer, be relevant to them in the time and in the space that matters to them,” he says. This style of advertising, Weisman says, is not interupting the consumer’s experience and fits in with the philosophy behind Digitas’ propriety agency platform BrandLIVE: relevance has a deadline.