Mutinex, Hershey and The Trade Desk Demonstrated New Outcome‑Based Media Activation at Cannes Lions

▤ Summary

Mutinex, Hershey, and The Trade Desk demonstrated pilots for outcome-based media activation at Cannes Lions. The pilots connect marketing spend more directly to measurable business results with faster feedback, more transparency, and stronger financial accountability. Hershey is testing the approach across its marketing portfolio, while The Trade Desk provides the programmatic infrastructure to activate outcome signals in media buying. The demonstration shows how brands can optimize toward sales, revenue lift, and other business outcomes instead of relying on proxy metrics.

▦ Linked Companies

The Trade Desk

$1M to $5M

Mutinex

$5M to $10M