BY JEFF BEER, FAST COMPANY

For the longest time Cannes Lions was the advertising industry’s biggest party of the year. Sure, there were some talks and seminars, but the real focus was the ratio between number of lion-shaped baubles won to how many hours spent teetering outside the Gutter Bar along La Croisette, the main drag of this French Riviera town.

But over the last decade, the festival has evolved to include not only more brand clients but also, as media fragmentation has forced the change of some and the birth of others, the festival has expanded to include tech companies, social media platforms, consultancies, entertainment and media companies–essentially the entire attention ecosystem.

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