As the premium video ecosystem continues to evolve, global advertisers, agencies, and media owners face growing pressure to execute campaigns seamlessly across markets while meeting rising expectations around performance, accountability, and speed.
At Cannes Lions 2026, egta’s Director General, Katty Roberfroid, joined Emmanuel Josserand to explore what’s next for premium TV and video advertising in a candid conversation recorded at FreeWheel Beach.
Their exchange explores the current state of cross-border campaign activation, the industry’s progress toward greater alignment and standardization, and the role AI will play in accelerating innovation across the advertising ecosystem. Together, they reflect on how buyers and sellers are redefining performance in premium video, where friction still exists in global execution, and what the next few years could mean for video trading on a global scale.
