Data Overload: Exploring the Opportunities and Challenges at Ad Week Europe

by Phil Duffield

Posted on 03-19-2018

Ad Week Europe is one of the high­lights of the mar­ket­ing indus­try cal­en­dar. With the great and good of Europe’s mar­ket­ing com­mu­ni­ty head­ing to London’s Soho for one week only, the event is a chance to take stock of what’s hap­pened in the last year, and explore how to evolve our indus­try for the bet­ter. I’m pleased to say that Adobe is once more a proud part­ner of Ad Week Europe, for what’s set to be a tru­ly great week.

Each year the themes and dis­cus­sions change, but one thing remains con­stant: brands are faced with incred­i­ble oppor­tu­ni­ties to reach their customers—often enabled by tech—but these are inex­tri­ca­bly linked to new mar­ket challenges.

Advances in AI, data sci­ence and machine learn­ing are enabling brands and adver­tis­ers to use data in new ways that push the lim­its of their cus­tomer expe­ri­ence strate­gies. But how can adver­tis­ers ensure that data-dri­ven ad buys have brand safe­ty in mind? What can brands do to make the best use of data insights to inform future cam­paigns, or jus­ti­fy the effec­tive­ness of a cam­paign that’s just passed? And how can brands pre­pare for the upcom­ing Gen­er­al Data Pro­tec­tion Reg­u­la­tion (GDPR), which is set to entire­ly trans­form their rela­tion­ship with cus­tomer data?

It’s clear that data is set to be the over­ar­ch­ing theme of Ad Week Europe this year—namely, how to use it effec­tive­ly, store it secure­ly, and ensure that data-dri­ven tech­nolo­gies aug­ment, rather than replace, mar­keters’ roles. These chal­lenges are com­mon­place among most prac­tices with­in the mar­ket­ing mix, whether it’s search cam­paigns, pro­gram­mat­ic ad buys, social exe­cu­tion, or omni-chan­nel strategy.

Adobe at Ad Week Europe

At Ad Week Europe we’ll be tack­ling the oppor­tu­ni­ties and chal­lenges of data over­load head on, through a series of pan­el dis­cus­sions along­side dig­i­tal lead­ers from Face­book, News UK, and Oath, to name a few of the participants.

On the first day, I’ll be explor­ing the impor­tance of brand safe­ty for adver­tis­ers. I will out­line how key play­ers in the indus­try can lever­age the pow­er of data to main­tain and advance a brand-safe envi­ron­ment for dig­i­tal adver­tis­ing. And don’t miss Toc­cara Bak­er, Prod­uct Mar­ket­ing lead, Adobe Adver­tis­ing Cloud, and her ses­sion on how brands can utilise pre­dic­tive ana­lyt­ics to cre­ate the best data-dri­ven cus­tomer journeys.

Our very own Beth Carl­son, Man­ag­er of Media Strat­e­gy and Advanced Mea­sure­ment Ser­vices, will be tak­ing to the stage to explore how brands can use data in new ways to mea­sure the effec­tive­ness of adver­tis­ing spend, while Alex Ong, Senior Busi­ness Devel­op­ment Man­ag­er, EMEA, Adobe, will be exam­in­ing the future of pro­gram­mat­ic video adver­tis­ing across lin­ear, OTT, desk­top, and mobile.

Intro­duc­ing Adobe Adver­tis­ing Cloud Search

While we can’t wait to dis­cuss these cru­cial indus­try top­ics this week, we’re also excit­ed to intro­duce our recent ad tech inno­va­tions, which are set to help adver­tis­ers over­come the com­plex chal­lenges that data brings. By this, I mean Adobe Adver­tis­ing Cloud Search, which helps search adver­tis­ers analyse the bil­lions of data points, key­words and tar­get­ing para­me­ters that can deter­mine the suc­cess of a cam­paign. By lever­ag­ing our AI framework—Adobe Sensei—Advertising Cloud Search can alter search spend and bid pri­ori­ti­sa­tion in real time, a job that’s impos­si­ble for humans to do alone!

It’s cer­tain­ly set to be a great week that will see trail­blaz­ing mar­keters give their takes on how the indus­try can work togeth­er to ensure cus­tomer data is work­ing for us, rather than the oth­er way around.

If you want to find out about how Adobe can help your busi­ness over­come today’s indus­try chal­lenges click here, and if you want to sign up to any of our ses­sions, click here. We’ll also be Tweet­ing from @AdobeExpCloud through­out the event. Fol­low us on there and the event itself through #AWEu­rope for live updates.

Enjoy the show, and we hope to see you there!

Topics: Digital Transformation, Ad Week Europe, Adobe Advertising Cloud Search, adobe Sensei, marketing, UK, UK Exclusive, Digital EMEA