CANNES — Sometimes, losing can be a win. In the swiftly evolving landscape of digital media and advertising, signal loss is fueling innovation and change.

That’s according to Monique Pintarelli, the North America President of Teads, a global media platform.

In this fireside interview with Tameka Kee for Beet.TV, Pintarelli explains what alternatives are bubbling-up as tech companies remove traditional audience identifiers from media channels.

Harnessing Change in the Media Landscape

“A lot can change in one year,” Pintarelli says reflecting on her journey from CRO to President.

She recently expanded her purview from the U.S to Canada, overseeing both the supply and demand aspects of the business.

“Working closely, not only with the advertiser and agency community, but also the publishing portion of what we do as well,” she explains.

Trust Is Key Attribute for Effective Leadership: Teads’s Monique Pintarelli

Advertising signal loss, a hot topic in media conversations, has led to a surge of interest in new signals, like attention, and a resurgence of old ones, like context.

Pintarelli believes this is an opportunity to reassess what’s working and what’s not in the industry: “Signal loss is driving a lot of change, but it’s also driving a lot of innovation in the process.”

Teads has been leveraging attention metrics to help publishers and advertisers navigate this new ecosystem.

New signal: Attention

“With attention, you can drive towards business outcomes in a more effective way,” Pintarelli adds.

For her, the first step towards harnessing the power of attention is acknowledging its importance.

Pintarelli also highlights research done with Conde Nast showing that some of its biggest properties, like Vogue, can drive as much attention as CTV on the big screen.

News, she adds, is also a great environment for capturing attention, thus supporting the industry’s initiative to advertise responsibly and sustainably.

New signal: Context in CTV

Teads is a global, user-focused technology company that pioneered the concept of “outstream” video advertising, video advertisements that play within editorial content.

The company has also expanded its product offerings to include display advertising, native advertising, CTV and social media.

Context has always been a cornerstone of Teads’ strategy, and it aims to extend this to CTV. Pintarelli explains, “We talk about leveraging contextual signals to own the audience, to own the page, to own the moment.”

“If you are really interested in sports and you want to own March Madness… we want to be able to pull that through so that we can create a strategy from across all screens tying to a contextual moment,” she says.

This approach, she believes, helps advertisers to be part of the cultural conversation in a more meaningful way.

You are watching ‘The Transformation Of Television: Connected, Addressable & Outcome-Based,’ presented by Go Addressable & Teads at the Cannes Lions International Festival of Creativity. For more videos from Beet.TV’s Cannes Lions 2023 coverage, please visit this page.

By Robert Andrews on @robertandrews