The buzz at the opening of the 53rd International Cannes Lions Advertising Festival isn't about which ad will win top honors, it's about the shifting nature of the advertising business itself. David Droga, founder of start-up Droga5, said: "It's a very weird time in the industry, but it's a very exciting time. People seem to be taking sides. Some people are defending traditional advertising, and some are waving the non-traditional flag."

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