This paper seeks to investigate the advances in the consumer adoption process of technological innovations in cloud computing services. The paper aims to focus on the increased role of cognitive computing and big data affecting adoption of emerging technologies. As more consumers worldwide are using mobile computing, the role of online advertising is examined to understand the marketing affects of cloud technology. This leads to a discussion about how the value of social capital to consumers adopting cloud computing technology, which highlights how consumers learn and interact with emerging technological innovations. To overcome the concerns about security and transparency of data stored on cloud computing servers, the role of cloud computing technology in alleviating consumer concerns is stated. The findings highlight the importance of changing the mindsets of consumers when using a technological innovation and the obstacles to the use of cloud computing technology. The paper describes the advances in cloud computing technology in connection to emerging innovations that can be of use to practitioners as well as researchers in the field.