At Adobe Summit, Adobe unveiled its new Adobe Advertising Cloud, an end-to-end platform for managing advertising across traditional TV and digital formats. Combining capabilities from Adobe Media Optimizer (AMO) and the recently acquired TubeMogul, Adobe Advertising Cloud simplifies the delivery of video, display and search advertising across channels and screens.
Advertisers are facing an increasingly complex and fragmented landscape, with legacy silos for media planning and buying across TV and digital. That coupled with the proliferation of devices and massive amounts of data have made the advertising process overwhelming. According to the latest Adobe Digital Insights Advertising Report, 47 percent of global marketers said that not having an integrated data and media buying solution was one of their biggest challenges. To help advertisers better navigate this landscape and more effectively reach consumers, Adobe is launching its Advertising Cloud which unifies and streamlines the entire ad planning and buying process.
Now available globally, Adobe Advertising Cloud includes three offerings: AMO Search – the search management platform, AMO Demand Side Platform thatautomates display, social, video and programmatic TV buying, and AMO Dynamic Creative Optimization (DCO).
Adobe Advertising Cloud already manages roughly USD 3.5 billion in annualised 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.
“With Adobe Advertising Cloud, brands can centralize all advertising planning and buying through one trusted platform with full transparency into exactly where their ads appear and how effective they are at driving business results. We are bridging longstanding media gaps – not just between TV and digital, but also between brand and performance advertising,” said Brett Wilson, vice president and general manager, Advertising at Adobe.
Adobe also introduced significant enhancements to the Adobe Cloud Platform, the underlying, cross-cloud architecture that unifies content and data and leverages Adobe Sensei, Adobe’s AI and machine learning framework. Advancements include new Sensei capabilities for enterprise customers as well as new tools and partner integrations to help developers reduce time to market and better integrate Creative Cloud assets into enterprise workflows.
With Adobe Cloud Platform, companies can centralise and standardise customer data and content from any system to dramatically improve the design and delivery of rich customer experiences. It includes services for blending and analysing data while harnessing machine learning via Adobe Sensei to amplify marketing effectiveness and efficiency. The Adobe Cloud Platform also makes its data, content and insights available via APIs to partners as well as third-party developers. Adobe’s platform is used by thousands of partners worldwide, manages over 100 trillion data transactions per year and receives over 700 million API calls per day through Adobe I/O, Adobe’s cross-cloud developer portal.
“New enhancements to the Adobe Cloud Platform extend the functionality of Creative Cloud, Document Cloud and Adobe’s new Experience Cloud so that enterprises can more easily deliver compelling experiences at scale. Innovation in Adobe Sensei, our AI, machine learning and deep learning framework, dramatically accelerates and improves the design and delivery of experiences across any customer touch point,” said Abhay Parasnis, executive vice president and CTO, Adobe.