CANNES – Having been the long time editor of Britain’s Daily Mirror, with a circulation of over 2 million, Piers Morgan now finds his influence on a bigger scale, with his 5 million followers on Twitter.

As editor-at-large for the Daily Mail, he says that his use of Twitter can often time garner 2 million views for his articles and says that Twitter can drive up to 40 percent of views to the the Daily Mail.

We spoke with him last month at the Cannes Lions Festival about the changing influence of social media and the changing business model of publishing which now demands transparency, he explains.

This video part of “Beyond the Pre-Roll: the Transformation of Video Advertising,” a series produced at Cannes Lion 2016, sponsored by ConvertMedia. For more videos from the series, please visit this page.