POSSIBLE 2024—KEY TAKEAWAYS FROM THE GROWING CONFERENCE AND ITS PLACE IN THE AD INDUSTRY

Attendance soars 40% at MMA-backed event featuring unbridled schmoozing and X still taking about brand safety

Does the marketing industry need another tent pole event lodged between CES and the Cannes Lions International Festival of Creativity? The 3,500 plus attendees at Possible this week, up more than 40% from the conference's 2023 debut, suggests the answer is yes.

Why Possible is unusual

Possible is a rare hybrid among marketing conferences that has a touch of all the others mixed in. Some are run by for-profit enterprises (Cannes by Ascential); others by non-profit trade groups (CES, the Association of National Advertisers, 4A's, IAB, etc.) Possible is headlined as "an MMA Global Event," but the MMA is a partner with the for-profit company that owns the show, Beyond Ordinary.