Flite CEO Will Price spoke at the Cannes Lions International Festival of Creativity, a global event for those working in advertising and related fields, held yearly in late June in Cannes, France.

The seven-day festival attracts thousands from around the world to view shortlisted work, attend seminars, workshops and master classes. Flite was selected to present as part of Starcom MediaVest’s new powerhouse of technology partners working with the world’s top brands on the forefront of digital marketing.

In the video, Will comments on the state of the digital advertising industry: “It used to be that brands would buy context to get their messages across. If they were a golf site, they would buy (ads in) golfing newspapers, golfing magazines, golfing television. Now there is more of this holistic approach about thinking about users – knowing who your user is, are they are customer?, are they not a customer?, where are they in the purchase funnel?… As opposed to just blindly buying publisher sites that happen to be topically relevant to the brand in question.”

Check out the video to hear the full story.