Introducing Adaptive Identity: A Smarter Approach to Addressability for a Connected World
In a fast-changing world, identity can’t stay still. Read more on Adaptive Identity and this new chapter in ID5's evolution.
22 July 2025
ID5 at Cannes 2025: "Industry Leader Insights" Second Edition
Last month at Cannes Lions 2025, the ID5 team took a breather from the heat and the rosé to sit down with clients, partners and friends and ask them about the trends shaping the adtech sector and discuss industry insights: from the future of identity, to the impact AI is driving across the industry.
A few patterns clearly emerged from this year’s conversations:
The future of identity lies in collaboration between industry players. By coming together to solve the challenges - fragmentation, cross-channel attribution, privacy concerns - we can build a more effective ecosystem with shared standards and interoperable solutions.
When asked what the hottest topic along the Croisette was, most interviewees replied AI - hardly surprising, it is 2025 after all! We discussed its impact on addressability, from bridging the identity gap to empowering creative, and the advancements in the space that will define the future of adtech.
We also wanted to hear from our interviewees about their favourite moments in Cannes, and most of them highlighted the ability to talk face-to-face with partners and the value of these meetings to strengthen connections and drive deals forward.
Check out all the interviews below!
