Obviously, there can’t be a vendor summit without multiple product announcements. Beyond Media Optimizer enhancements, Adobe aims to “extend the value of the cloud into the new areas of Internet of Things (IoT) and wearables,” said Merickel.
From a product standpoint, this extended value manifests in the form of an IoT SDK, designed to let brands measure and analyze activity as they push campaigns out into connected appliances, wearables and whatnot.
Also, Adobe is introducing a platform so marketers can build, manage and measure their mobile apps. The platform is powered by partnerships with various mobile point solution providers – like Vibes, Fiksu, Crittercism, Kochava and AppFigures.
And finally – remember how the Audience Manager DMP is now one of the Marketing Cloud’s core solutions? So is Adobe Primetime – the sell-side video platform analogous to Comcast’s FreeWheel and Facebook’s LiveRail. According to a release, this will let marketers import data assets more fluidly and improve targeting of video ads across devices.
For those keeping track, these two new additions bring the number of Marketing Cloud core solutions to eight. Here’s the current tally: Analytics (web analytics, natch), Experience Manager (content management system), Target (site personalization engine), Campaign (campaign management), Social (social media marketing), Media Optimizer (DSP), Audience Manager (DMP) and Primetime (video SSP/video ad server).
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