This year’s Cannes Lions felt less like a festival of fleeting creative brilliance and more like a summit for the future of media. Amidst the rosé and industry chatter, one message rang clear: connected TV (CTV) is the main event – and it’s getting complicated.  At the heart of the week’s biggest conversations? Standardization, trust, and the power of partnerships.   Fragmented Screens, Fragmented Standards  It’s no secret that CTV viewership is soaring. What’s less celebrated is the chaos that comes with it. In a roundtable discussion on the future of CTV, the lack of standardized formats was flagged repeatedly as a barrier to scale. If no two platforms behave the same, how can advertisers build with confidence?  It’s not just ad formats. Measurement is in disarray, too. With multiple currencies vying for dominance, confusion reigns.   The Data Dilemma  The buzzword of Cannes 2025? Data. But not in the vague, hype-heavy…