From voice to extended reality, the Internet of Things (IoT) to image recognition, an entirely different world is taking shape.

"We have more connected devices on the planet than we have people. Mobile devices and new and emerging forms of interaction ... are forcing advertisers to completely rethink the way they approach audiences," said Sarah Mannone, executive vice president of Trekk.com, a full-service technology creative agency. "Now more than ever, it's critical to deliver an offer that makes sense based on where they are at and what they are doing."

To be sure, converting advertising concepts into dollars is becoming an incredibly difficult task. Not only is there a need to understand the features available with new digital technologies-and increasingly, how they intersect and interact with one another-it's also critical to create value that extends beyond how a person thinks or responds to a brand.

"You want to assert yourself into their consciousness in the least obtrusive and most advantageous way possible," Mannone told CMO by Adobe. "You can't know what's going on in a very specific instance, but you can achieve fairly good contextual understanding."