CANNES — Programmatic is fine – but the programmatic revolution may already have happened. Next up? Back to storytelling. That’s what a growing number of advertising execs say.

One of them is Iain Jacob, the Chief Executive Officer, EMEA for Publicis Media

.”A lot of ad-tech to date has been about optimization, improving efficiencies and automation,” he tells Beet.TV in this video interview.

“That’s great, but there’s a bigger future there. It’s going to be discussed this week. This is around storytelling for brands … how they’re getting the right content in front of the right people at the right time.

“Effective storytelling has to be about connecting content around consumers’ desires. The big push for data is connected data, looking at people as individuals.”

Publicis recently went through a reorganization that Jacob says was about creating simplicity and integration for clients in an increasingly complex world.