Digital Advertising: AI, CTV, and Retail Media Redefine the Landscape

Cannes Lions: A Showcase of Advertising Trends

At the prestigious Cannes Lions, an unmissable event for advertising professionals, Antoine Lafon, Head of Advertising at leboncoin, shared his insights on the major evolutions in the sector. Terms like AI, connected television, and retail media are not just buzzwords; they represent a profound transformation in advertising, now driven by data and consumer behaviors.

Sustained Growth but Unevenly Distributed

The digital advertising market in France is experiencing significant growth, with a projected increase of 11% by 2025, surpassing 12 billion euros. These figures, provided by the Syndicat des Régies Internet (SRI), reveal a notable concentration: eight global companies account for 76% of the market and 83% of the growth. This dominance presents challenges for local players who must differentiate themselves through innovative strategies.

Adtechs Facing the Giants

To compete with these giants, French adtechs and advertising agencies are leveraging their specific strengths. For instance, leboncoin Publicité, ranked as the 4th French agency in 2025 and the leading "display" agency according to the SRI, stands out for the quality of its data on intenders. This data is invaluable for advertisers looking to target consumers actively engaged in the purchasing process.

Antoine Lafon explains: "An auto intender is someone who has explored about fifteen cars recently and is currently focusing on a specific model, engaging in discussions with sellers."

AI: A Precision Tool for Advertising

Artificial intelligence plays a crucial role in harnessing this data. Although AI is not new to the sector, its impact has intensified with the advent of technologies like ChatGPT. Generative AI is transforming every step of the advertising value chain, from content creation to real-time bidding optimization, as well as predictive analysis of purchasing behaviors.

Antoine Lafon emphasizes: "Today, we can process weak signals at scale and convert them into extremely precise targeting in just a few milliseconds."

Connected Television: A New Playground

AI is not limited to the web; it is also revolutionizing connected television (CTV). For the past two years, leboncoin has been using its data to enhance advertising targeting for channels like M6 and, more recently, TF1. CTV, which includes broadcasting via operator boxes, connected TVs, and gaming consoles, allows for targeting that is almost as precise as on the web.

However, Antoine Lafon tempers this enthusiasm: "While CTV is trendy, multiscreen [PCs, smartphones, TVs, tablets] remains essential. Linear and replay content continue to hold their importance."

Retail Media: An Expanding Opportunity

Retail Media is another rapidly growing segment. It involves monetizing the data and advertising spaces of e-commerce players. Amazon has paved the way, but many e-commerce retailers are now following this trend.

"At leboncoin, we have always been involved in Retail Media, even without using that term," states Antoine Lafon. When a furniture brand wants to target consumers looking for furniture, leboncoin positions itself at the heart of that purchasing journey. The site is also exploring second-hand retail media, with initiatives planned for the end of the year.

Giants like Alphabet with Google and YouTube, Meta with Facebook, Instagram, and WhatsApp, Amazon with its site, Twitch, and Prime Video, TikTok, LinkedIn, Snap, X, and Pinterest continue to dominate the global advertising landscape.