Adobe Expands Ad Management Platform, Adds Mobile Capabilities to Marketing Cloud

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adobeAt its 2013 Digital Marketing Summit in Salt Lake City, Adobe Systems announced an upgrade to its digital advertising and analytics platform. And it debuted a new, socially enhanced user interface and mobile capabilities for the Adobe Marketing Cloud.

The company's Media Optimizer, a cross-channel ad management platform, will be available in two versions: standard and premium. The premium version, which is what Adobe is currently known for, continues to fully automate the bidding process across search, display, and social media advertising.

The standard option is a new, more economical version of the product, incorporating the same foundation as the premium version, including an interactive dashboard and data-driven insights to inform clients’ campaigns, but allows for more buyer control over the bidding process.

Justin Merickel, senior director of new product innovation for Adobe, told AdExchanger that currently, large agencies and enterprises work with the premium version of Media Optimizer, but this expansion will allow smaller agencies and companies to have access to the same insights and platform. Adobe’s competitors would be companies such as Marin Software and Google.

“We’ll continue to sell our premium offering for those who have more campaign complexity or goal complexity, where we historically have delivered strong solutions,” Merickel said. “The end result for the market is more clarity with how we go to market and more flexibility with how customers can leverage our offering to optimize their digital marketing campaigns.”

Media Optimizer is fully integrated with Adobe Analytics and, while the standard version is currently available only for search, it will incorporate display and social advertising elements later in 2013.

Meanwhile, Adobe Analytics is introducing a new predictive marketing workflow that enables more targeted campaigns. Additionally, the company announced mobile capabilities for the Adobe Marketing Cloud and debuted Adobe Social Mobile. The overall Adobe Marketing Cloud platform will have a new user interface that is more socially enabled, the company said.

“It’s a clean and elegant way for marketers to create and collaborate and work,” Merickel said. Adobe will demo the new products at its Digital Marketing Summit, which runs through Friday. Check back with AdExchanger for more coverage of the event.

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