Australia could well prove to be a testing-ground for the advertising capabilities of the new Xbox One console when it lands in November because of the unique relationship between Microsoft and the Nine Network.
Mi9's managing director Matt James said the new technology on the device, which can track viewer's eyeballs and even their heart rates, will revolutionise the way brands and people interact.
He added: "There's the opportunity to use a show like The Voice to do real live auditions and measure in real-time the viewer's reaction to the brand's sponsorship. Broadcasts would be bigger in the live experience and more people would engage in it.
"We can also start to have Nine as part of the overall TV experience on that platform, and create user experiences for brands in their shows."
He also hailed the new State of Origin app, launched in time for the first clash earlier this month, which had over 113,000 using the ability to choose one of 15 different camera positions, and ha had over 200,000 downloads.
Much of the talk in digital around Cannes has been about the "death" of display advertising in favour of integration, native ads and apps.