New Self-Serve Platform Puts Marketers in the Driver’s Seat
Marketers continue to be challenged by siloed creative and media
processes as well as disparate systems and platforms. At Adobe Summit,
Adobe (Nasdaq:ADBE) today debuted several additions to Adobe
Advertising Cloud, part of Adobe Experience Cloud, designed to remedy
these issues. Advancements delivered today include Adobe’s new
Advertising Cloud Creative and an expanded integration with Adobe
Analytics Cloud.
Adobe’s new Advertising Cloud Creative is a self-serve platform that
significantly expands Adobe’s Dynamic Creative Optimization (DCO)
offering by giving marketers control over basic design elements—including
advertising copy and assets used in display ads—to allow for the
rapid rollout of new messaging and design without the painful and
expensive steps of re-trafficking or starting the design process over
from scratch. Creative assets that are designed in Adobe Creative Cloud
will be automatically available in Advertising Cloud Creative, so
marketers can take these assets, optimize/target their display
advertising across ad sizes and make simple changes to their ads
themselves without needing to go back to their agency or re-trafficking.
Adobe Advertising Cloud also debuted deeper capabilities with Adobe
Analytics Cloud. A native integration with the Adobe Experience Cloud
Device Co-op provides Advertising Cloud customers with a trusted,
independent device graph to better reach consumers regardless of what
device they are on. Other additions will help make advertising a more
connected experience, including seamless attribution measurement (the
ability to link ads bought through Advertising Cloud to business
outcomes like purchases, measured by Adobe Analytics) as well as the
ability to leverage brand metrics in the demand-side platform (DSP) to
inform media buying decisions.
In addition, Advertising Cloud now includes features powered by Adobe
Sensei, the company’s advanced AI and machine learning framework, to
optimize the relevance and performance of search, display and video ads
across all screens.
“We are tearing down the walls between creative, data and media in a way
only Adobe can make possible,” said Keith Eadie, vice president and
general manager of Adobe Advertising Cloud. “Many marketers today still
struggle to deliver relevant advertising messages to their customers.
We’re making it easy for brands to deliver well-designed, personalized
advertising to consumers who may currently ignore their ads.”
About Adobe Advertising Cloud
Adobe Advertising Cloud is the industry’s first end-to-end, independent
platform for managing advertising across traditional TV and digital
formats. By focusing on brand safety, improving transparency and
leveraging the full power of Adobe Creative Cloud and Adobe Experience
Cloud, our platform enables advertisers to gain greater control of their
global advertising spend and achieve their business objectives. The
platform already manages roughly $3 billion in annualized ad spend on
behalf of more than 1,000 global clients, including Allstate, Ford,
Johnson & Johnson, Kraft, Liberty Mutual, L’Oréal, MGM, Nickelodeon and
Southwest Airlines. Learn more about Adobe
Advertising Cloud.
About Adobe
Adobe is changing the world through digital experiences. For more
information, visit www.adobe.com.
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Adobe logo are either registered trademarks or trademarks of Adobe
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other trademarks are the property of their respective owners.
Adobe
David Burch, 510-847-6402
burch@adobe.com
or
Adobe
Stefan Offermann, 408-536-4023
sofferma@adobe.com