Adam Stewart, the VP of consumer, government, and entertainment at Google, spoke to Variety‘s Todd Spangler about how the tech company uses its first-party data  to have an advantage over traditional media players.

During the Variety Studio at Cannes presented by Inscape &, he said, “It certainly helps in some cases but I wouldn’t necessarily describe it as a leg up because really it’s about the customer’s first party data and how that gets applied into a privacy-safe environment and apply it to media to understand how their media is working.”