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

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

SHARE:

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.

Must Read

How Should Advertisers Navigate A TikTok Ban Or Google Breakup? Just Ask Brian Wieser

The online advertising industry is staring down the barrel of not one but two potential shutdowns that could radically change where brands put their ad dollars in 2025, according to Madison and Wall’s Brian Weiser and Olivia Morley.

Intent IQ Has Patents For Ad Tech’s Most Basic Functions – And It’s Not Afraid To Use Them

An unusual dilemma has programmatic vendors and ad tech platforms worried about a flurry of potential patent infringement suits.

TikTok Video For Open Web Publishers? Outbrain Built It.

Outbrain is trying to shed its chumbox rep by bringing social media-style vertical video to mobile publishers on the open web.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Billups Launches Attention Measurement For Out-Of-Home

Billups, a managed services agency that specializes in OOH, is making its attention measurement solution and a related analytics dashboard available for general use.

US District Court for the Eastern District of Virginia, Alexandria

The Google Ad Tech Antitrust Case Is Over – And Here’s What’s Happening Next

Just three weeks after it began, the Google ad tech antitrust trial in Virginia is over. The court will now take a nearly two-month break before reconvening for closing arguments right before Thanksgiving.

Jounce Media's Chris Kane at Programmatic IO NY on Sept. 25, 2024.

The Bidstream Is A Duplicative, Chaotic Mess – But It Doesn’t Have To Be That Way

Publishers are initiating more and more auctions – but doesn’t mean DSPs are listening to more bids, according to Chris Kane.