Adweek NYC 2024!

It was an insightful and remarkably pleasant week for digital marketing and adtech at Adweek in New York City. The weather was a delightful complement to the event itself—clear, crisp, and full of optimism. Yet, behind the sunshine and positive mood, the conversations at Adweek raised questions about the future of marketing that are far more complex than the weather forecast.

Adweek has evolved from a simple conference into a key event on the global marketing calendar, attracting everyone from retail media strategists to AI enthusiasts. The discussions in the halls, during panels, and in side rooms revolved around the same core ideas—Connected TV (CTV), retail media, and, of course, the much-discussed but little-understood artificial intelligence.

But as with all such events, there is the official conversation, and then there’s what people are really thinking.

The Optimistic Mood

There is no denying the optimism that permeated this year’s Adweek. The industry seems buoyant, particularly about CTV and retail media. CTV is no longer a niche conversation but a central pillar of marketing strategy. It’s growing in scale and importance, with many now seeing it as a critical bridge between the creative ambitions of advertisers and the technical sophistication of adtech.

Retail media, meanwhile, is growing up. No longer the fledgling digital offspring of traditional retail, it has become a serious player. One key takeaway from my conversations was that retail media is not simply emerging; it’s asserting itself as a primary driver of marketing strategy.

But this optimism about retail media and CTV was tempered by a more reflective view in the background conversations.

The Simplistic AI Narrative

In public, AI dominated the conversation. But what struck me was how shallow much of this conversation actually was. The official presentations and panel discussions were, in many ways, an exercise in buzzword bingo, with vague references to AI’s potential to revolutionise marketing. Yet, there was precious little substance.

As I noted during several conversations, "It’s important we ensure that AI works for humanity and delivers better marketing, not just cheaper marketing." In other words, the promise of AI is exciting, but its advertised application so far remains largely superficial. The challenge is to move beyond the headlines and explore how AI can genuinely transform marketing, not merely automate it.

Behind closed doors, there were more thoughtful discussions about AI’s future. These conversations acknowledged AI’s limitations and asked the harder questions: Why is AI being used predominantly for increasing ad volume rather than enhancing creativity? How can we ensure AI delivers long-term value, not just short-term gains? How can A.I be an assistant that allows humans to unleash their talents and creativity? This is how A.I can be a boom for advertisers and marketers alike.

The Looming Google DOJ Trial

Another topic that hovered over the event, though often discussed only briefly, was the Google DOJ trial. Publicly, it was mentioned in passing, almost as if no one really wanted to address its full significance. And perhaps that’s because there’s an awareness that we don’t yet know how this will unfold—or indeed, when.

As colleagues and I reflected during the week, "The DOJ case against Google could be an era-defining moment or it could, like the Microsoft cases of the '90s, flatter to deceive and lead ultimately into insignificance." The lack of detailed conversation on this trial at Adweek was striking, given its potential to reshape the digital advertising ecosystem.

The wider concern, of course, is that regulatory frameworks are not keeping pace with the rapid advancements in technology. It’s a challenge of governance—how do regulators deal with an industry that is shifting faster than they can legislate? And, as I discussed with a few attendees, how can independent bodies fill the gap if organizations like GARM face legal challenges that threaten their ability to influence standards?

What Wasn’t Said

Of course, what isn’t said at an event like Adweek can be just as revealing as what is said. One of the more notable absences from the conversation was the diminished focus on DEI (diversity, equity, and inclusion) and sustainability. While these issues dominated last year’s discussions, they were pushed to the margins this time around. Perhaps, in the optimism to focus on growth, these weightier, more challenging subjects were deemed too complex or too divisive.

Similarly, the future of AR and VR—once heralded as the next great leap in marketing—was almost entirely absent from the conversation. This raised a simple but important question: Are we moving forward too fast, or are we leaving important innovations behind?

The Fourth Era of Digital Advertising?

In quieter, more reflective discussions, some industry leaders speculated that we might be entering the fourth era of digital advertising. This era will be characterised not just by AI but also by a rebalancing of privacy and creativity. The dominance of Google and other major platforms may be nearing its end, with the likes of OpenAI and other players challenging their monopoly over search and content distribution.

But as I spoke with people at Adweek, I sensed an underlying concern: Why are we using AI primarily to increase ad volume? Why not use it to enhance the creative process, to deliver better, more meaningful marketing experiences?

The Return to the Office

The shift back to the office was another point of concern. Amazon is leading the charge, pushing employees to return to the office, and many workers at other large firms are beginning to wonder if they will face the same demands. This raises questions about the future of work in our industry. Personally, I believe the future should lie in a balance—a mix of collaboration and flexibility. It’s a model that allows for both creative teamwork and the autonomy of remote work. Yet, I fear that flexibility may not be the direction many companies are heading.

A Golden Age or Marketing Purgatory?

Ultimately, Adweek raised a larger question that we must all confront: Are we on the verge of a golden age of marketing, or are we slipping into a kind of purgatory? As I noted, "It seems likely we will have more change in the next two years for marketing than we had in the last 10."

The tools are there—AI, CTV, retail media. But the direction we take could lead us to a future where creativity, craft, and the smaller players flourish, or it could see us fall into an era dominated by a few large players with little room for innovation or diversity of thought. As I’ve said to many people, "Helping advertisers navigate this change is what TAU was created to do."

The next few years will define whether marketing can rise to the challenge or whether we will see the space increasingly controlled by just a handful of giants.

Conclusion: A Future Worth Navigating

Adweek NYC, for all its buzz and excitement, left me with a sense of cautious optimism. The conversations, both public and private, reflected an industry on the cusp of something significant. But we are at a crossroads. Will we embrace the changes ahead with thoughtful action, or will we let the opportunities slip through our fingers?

For me, the week was an invaluable experience, full of rich discussions and key takeaways. This industry shapes the largest companies on the planet, and the direction we choose now will define its future. The road ahead is uncertain, but it’s one we must navigate carefully if we are to steer marketing into its golden age.