The notice-consideration-conversion funnel isn’t useless — it’s simply moved sooner than the org chart has. At Cannes Lions 2026, AdExchanger Editorial Director Sarah Sluis sat down with Liane Nadeau, Chief Media and Funding Officer, Digitas, to make the case that channel planning — the TV finances, the search finances, the audio finances, the programmatic line merchandise — now not displays how customers truly transfer by means of the world. Individuals uncover, think about, and purchase right away, throughout platforms that don’t respect channel definitions. The fluid funnel calls for a unique mannequin: networked experiences that observe customers wherever they’re, deliberate and optimized in actual time. Nadeau breaks down what that appears like in apply, why programmatic is a mechanism not a channel, and the place AI matches into making all of it work.
