Adobe has pulled its many resources together and created programmatic tools for both advertisers and publishers. For advertisers, it’s announced that Adobe Marketing Cloud now offers a programmatic ad platform. This self-service offering lets advertisers buy search, display, and social media ads across ad exchanges and media networks. With its comprehensive solution, Adobe hopes to solve problems of fragmentation and transparency. Since the offering connects with Adobe Analytics and Adobe Audience Manager, buyers can use data to zero in on the demographics they need to reach. They can also tap into Adobe Creative Cloud to pull video, images, and other media assets for ads.
For publishers, Adobe Primetime, the company’s platform for streaming TV operators, is also gaining programmatic tools for ad selling. Content owners can connect to multiple ad buyers that need to reach specific audience demographics at scale. The system uses Adobe Audience Manager to provide real-time data and forecasting. Primetime’s programmatic offerings are now available in beta.
“Adobe is addressing some major industry pain points with its programmatic platform from connecting technology and data siloes to solving for scalability and transparency across campaign channels,” says Stephan Beringer, CEO of the VivaKi Operating System (VOS). “It’s increasingly difficult to track when, where and how digital ads are performing, but marketers are demanding more accountability.”
In a blog post about the announcements, Adobe senior director of new product innovation Justin Merickel says, ” Advertisers and agencies are seeking simplicity in a world of massive fragmentation and complexity in order to deliver on the promise of the optimal customer journey.” With its programmatic offerings, Adobe aims to provide that simplicity, as well as transparency, ease-of-use, scale, and a customer-focused view.