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Adobe Summit 2017: What You Should Remember

This year’s Adobe Summit EMEA was held in London on May 10th and 11th, and, as usual, conferences were full of useful information. The 2017 theme echoed last year’s (the Client): Customer Experience. The Summit is always highly anticipated, as it is the moment where big announcements are made about upcoming changes for Adobe tools and their various uses. Beyond the notable presence of Colin Firth (!), we jotted down the following announcements:

Full reorganization of Adobe Cloud, with the integration of Marketing Cloud into Adobe Experience Cloud.

This will now include:

  • Analytics Cloud (including Analytics and Audience Manager tools)
  • Advertising Cloud (with, to date, media Optimizer)
  • Marketing Cloud (which brings together Target, Campaign, Primetime, Social, and Adobe Experience Manager solutions)

This reorganization highlights a focus on the DSPDSPA DSP (Demand Side Platform) is a platform that allows advertisers and agencies to automatically manage and optimise their media-buy on one or several ad exchanges through a single platform. It is mainly used to buy display advertising space through RTB (Real Time Bidding).Learn more Media Optimizer, as it will now be indispensable in the Adobe Stack. Recent developments for this tool have increased the number of available media formats (display, in particular, via the now-available TubeMogul integration) as well as its ability to optimize bids (powered by the artificial intelligenceartificial intelligenceArtificial intelligence (often shortened to AI) is a subdiscipline of cognitive science. It refers to the technologies and methodologies that aim at building computer programs mimicking human intelligence and cognitive functions, including both human reasoning and perceptions.Learn more of Adobe Sensei).

Adobe Analytics also confirms its position as cornerstone in the Adobe stack – in fact, no solution can be applied without this tool.

 Experience Cloud 
Analytics Cloud Advertising Cloud Marketing Cloud
  • Analytics (webanalyticswebanalyticsWebanalytics is a set of methods whose goal is to gather, measure and analyse data about the audience and visits on a website or mobile app. The discipline aims at helping websites, apps and ads become more efficient by analysing user behaviour, and is therefore a key issue in digital marketing.Learn more)
  • Audience Manager (DMPDMPDMPs (Data Management Platforms) are platforms that centralise and aggregate all data related to a brand's campaigns and customers. They can hold all kinds of data - online, offline, media, CRM, first-party, third-party... A DMP allows for the segmentation of audiences and the redistribution of data to other advertising platforms, to which it is connected. It aims at optimising client experience and advertising efficiency. Also note that DMPs generally exclude any media activation data that would make it possible to identify a specific individual (PII).Learn more)
  • Media Optimizer (DSP)
  • Target (testing and personnalisation)
  • Campaign (marketing automation)
  • Primetime (TV via IP)
  • Social (media management)
  • AEM (CMSCMSA Content Management System (CMS) is a software that allows you to create or update the content of a website in a simple and collaborative way. It acts as an intermediary software between the website's interface and its source code.Learn more)


New features for Adobe Sensei.

The roadmap for Adobe’s artificial intelligence shows new developments, such as:

    • Anomaly detection: contribution

Statistics-based anomaly detection – a feature that has been available for over a year – will give even more information and, in just a few clicks, explain where detected trackingtrackingTracking refers to the tools and methodologies that measure the activity and behaviour of visitors on a website (or a mobile app), including their journey, the source of their visit, or exposure to ads... Learn more anomalies come from. The goal is to make reaction time shorter, and correct problems immediately without spending hours investigating.
This feature should be available in late 2017.

    • Intelligent website personalisation

Another function that appeared on the roadmap this year is the simplification of various tests with the testing tool, and Adobe Target personalisation. Sensei will be able to “read” available graphic elements and automatically suggest variations. This possible development for Target is in the vein of Automated Personalisation, which already makes it possible to present the most powerful versions of testing, based on a predictive model.

Artificial intelligence is the trend du jour, (which we already noticed during the 2017 F8), but this is already a reality for Adobe, with Adobe Sensei. All Adobe products feature a touch of artificial intelligence, mostly in the domain of media (Media Optimizer and Social) and personalization (Target).

You can find the announcements from the Adobe Summit EMEA in the Adobe newsroom.
All the videos from the Adobe Summit EMEA are available on the event website.

Translated from the original French by Niamh Cloughley

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