#TechConf – Adobe Summit 2017: What You Should Remember

Data Architecture 30 May 2017

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 DSP 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 intelligence 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 CloudAdvertising CloudMarketing Cloud
  • Analytics ( webanalytics)
  • Audience Manager ( DMP)
  • Media Optimizer ( DSP)
  • Target (testing and personnalisation)
  • Campaign (marketing automation)
  • Primetime (TV via IP)
  • Social (media management)
  • AEM ( CMS)


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 tracking 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.

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