Tech Experts Flock to Ad Festival on Riviera

Growing numbers of technology experts are invading the annual advertising schmooze fest on the French Riviera this week, in a further sign of the transforming effect new technologies are having on the ad business.

In recent years, the Cannes Lions ad festival had already morphed beyond ad agencies and large consumer companies such as Procter & Gamble Co. to include technology giants such as Google Inc. and Facebook Inc. This week, more of the smaller ad-tech companies, some with initial public offerings in their future, will be mingling on the famous Croisette to woo deep-pocketed marketing chiefs and ad firms.

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