George Sargent, the president of Havas Media Boston; Jonathan Carson, the CRO of The Trade Desk; and Jodie McAfee, the SVP of sales and marketing at Inscape, spoke to Variety’s Todd Spangler about creating meaningful advertising content that will resonate with consumers. “When we think about the different components about what makes a meaningful versus commoditized media experience, it breaks down into a connection, audiences, really intelligent audience planning, and context,” Sargent said during the Variety Studio at Cannes presented by Inscape & iSpot.tv. “We think the media ecosystem has a bigger role to play now more than ever.”

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