What lies in store for the future of advertising?

Data and new technologies offer brands the opportunity to gain useful insights not only in historical customer behaviours but future behaviours too.
But the complicated customer journey and the ability to connect and unify that data across disparate devices remains a challenge. So how can data and technologies be used to transform the customer experience?
The Drum interviewed senior representatives from media companies such as GroupM, Jivox and Videology at the WPP's Xaxis CE