The title refers to a book at a media agency hospitality suite last week. As Cannes is not for presenting and assessing big data, but for collecting nuggets across disparate disciplines (“small data”), the following reflects a small data approach, with takeaways on trends in: 1) ad growth, 2) ad market share shifts, 3) how marketers are using media, 4) media usage, 5) media monetization, and 6) the outlook for the ad agencies, the most prominent spending gatekeepers.
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