Greg Collison (Adobe Advertising) Adobe's Blueprint for AI Ad's Future - Media Tech Talk #027
Media Tech TalkShow Notes
Media Tech Talk #027 – Greg Collison (Adobe Advertising) How Agentic AI Will Transform Advertising, DSPs & Campaign Management Greg Collison, Head of Product Marketing for Adobe Advertising, joins Media Tech Talk to discuss Agentic AI, DSP innovation, creative automation, performance marketing, first-party data activation, retail media, connected TV, and the future of programmatic advertising. In this episode, Greg joins Daevid Richards and Paul Luckett to unpack how Adobe is evolving its advertising platform through AI-powered workflows, generative creative optimisation, agentic assistants, first-party data intelligence, and next-generation campaign management. The discussion explores how AI is reshaping product development, media buying, creative production, troubleshooting, campaign optimisation, and customer experience design, while examining what the future of advertising could look like as agents increasingly assist marketers across every stage of the campaign lifecycle. Chapters 0:00 The Rise of Agentic AI in Advertising 1:48 Greg Collison’s Journey into Product & Ad Tech 3:07 Customer Empathy, Consulting & Product Leadership 5:24 Human-Centred Design & Product Market Fit 7:13 Bringing Product Thinking to Adobe Advertising 8:19 Consulting, Product Management & Career Lessons 10:09 Why Product Managers Think Like Scientists 11:36 How AI Is Changing Consulting & Strategy Work 13:49 What Adobe Advertising Actually Does 15:32 From TubeMogul to Adobe DSP 17:44 Adobe’s Identity Graph & First-Party Data Advantage 19:28 Using Site Analytics to Drive Media Performance 23:19 Generative AI & The Future of Creative Production 24:54 Creative Variants, Personalisation & Experimentation at Scale 28:08 Dynamic Creative Optimisation & Emerging Devices 32:18 AI Content Authenticity, Ethics & Enterprise Advertising 35:07 Traditional DSP Workflows vs Agentic Workflows 38:02 How Agentic AI Will Transform Campaign Management 42:25 CTV, Retail Media & Supply Strategy 44:07 Performance-Based Connected TV Advertising 46:04 CDPs, Retail Media & Data Collaboration 49:33 Adobe’s Agentic AI Product Roadmap 53:55 Creative Intelligence & Self-Optimising Campaigns 56:03 Activating First-Party Data Inside Walled Gardens 57:58 Building Product Roadmaps in the AI Era 1:00:34 Career Advice for the Next Generation of Ad Tech 1:01:53 Curiosity, Adaptability & Thriving Through Change 1:04:10 Next Episode Preview – Unlocking Marketing Technology Value
💬 Guest: Greg Collison, Head of Product Marketing – Adobe Advertising https://business.adobe.com/products/advertising.html | https://www.linkedin.com/in/gregcollison/
🎧 Hosts: Daevid Richards – https://www.linkedin.com/in/daevidrichards/ Paul Luckett – https://www.luckettmediaconsulting.com | https://www.linkedin.com/in/paul-luckett/
Media Tech Talk explores ad tech, digital media, AI in advertising, programmatic monetisation, audience engagement, and the technologies shaping the future of publishing. #MediaTechTalk #Adobe #AdobeAdvertising #GregCollison #AgenticAI #GenerativeAI #AdTech #ProgrammaticAdvertising #DSP #CTV #RetailMedia #FirstPartyData #CDP #AdvertisingTechnology #DigitalMedia #AI
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