Advantage Summit EU 2026: Connecting Across Clients & Countries
Last week, Europe- and UK-based clients and AdvantageCS team members converged in Stockholm for the inaugural Advantage Summit EU: a gathering designed to foster shared learning and meaningful dialogue. With both AdvantageCS-led content and client-driven discussions, the event created space for practical conversations around Advantage, offering fresh perspectives on the many ways the platform supports media & publishing businesses.
As with the North American Summit, the European Summit centered on connection: connecting clients with peers facing similar situations, connecting product and delivery teams with real-world feedback, and connecting strategic ideas with the steps required to implement them. The atmosphere was collaborative and forward-looking, with an emphasis on sharing best practices rather than simply presenting information.
Thursday: Day 1
The Summit opened with a welcome address from our generous hosts, Story House Egmont. Their head of subscription systems Johan Friberg provided insight into Story House’s brand ethos and mission, which is to bring stories to life through TV, film, games, books and magazines. Egmont’s work goes beyond media; they are committed to contributing to society via programs that support children and young people.
Following Johan’s presentation, our Managing Director, Europe Philippe van Mastrigt shared updates about AdvantageCS: our company’s current position, our team’s priorities, and where we are heading in the future. The discussion then shifted from an internal focus to an external one as Philippe presented key points from his annual publishing industry analysis. (Watch this space for the full report.)
Next, Executive Director, Product & Market Strategy John Sheehy gave attendees an exclusive look at the Advantage product roadmap. His session highlighted recent and upcoming developments across Advantage Analytics, Shop, Paywall, and our SaaS offerings. John also outlined AdvantageCS’s broader vision for a connected ecosystem — one that brings every stage of the customer journey together within the Advantage platform.
Day 1 concluded with a roundtable-style discussion on a hot topic at most (if not all) of our client companies: AI, of course. The conversation explored the implications of AI and how our clients are responding via corporate initiatives, structural changes, and product updates.
After the day’s sessions, Summit attendees traveled to Gamla Stan (Stockholm’s charming Old Town) for a seated dinner. It was a wonderful evening filled with good food, wine, and convivial conversations among old and new connections.
Friday: Day 2
The second day of the Summit began with a technology update from Matt Varblow, CTO of AdvantageCS. Matt shared the newest features and innovations recently introduced to Advantage, highlighting development across several key areas.
His update covered improvements in database optimization and integration reliability, as well as ongoing work to modernize the Advantage architecture. He also discussed preparations to support our Enterprise and Essentials SaaS offerings, connecting the technology roadmap to the company’s broader product vision.
Following Matt’s presentation, the agenda transitioned to more interactive discussions around a variety of topics: Advantage product functionality, workflows, and compliance with forthcoming legislation in the EU and UK.
Stronger Together
The EU Summit reinforced an important point: the most valuable client gatherings are not only about exchanging ideas, but about building shared success. When we take the time to connect in person, we create opportunities to explore common issues and challenges together, drawing on a broader range of experiences and insights.
Thank you to the team at Story House Egmont for hosting us in Stockholm, and to all of the clients who attended an Advantage Summit this year. Your participation and perspectives benefit the entire Advantage community and better position us all for the future.
