Home Podcast Social Distancing With Friends Adobe Advertising Cloud’s Keith Eadie: Why Adobe Is Pulling The Plug On Programmatic TV

Adobe Advertising Cloud’s Keith Eadie: Why Adobe Is Pulling The Plug On Programmatic TV

SHARE:
Social Distancing With Friends

Keith Eadie, VP and GM of Adobe Advertising Cloud and head of product for Adobe Analytics, is a man confident enough to cut his own hair.

His wife takes care of the back and the sides, and then “it’s my own doing on top,” Keith jokes from his garage (aka home office). “It’s a little dangerous at times, but it seems to work.”

That’s not the only hairy situation, with third-party cookies on their way out in Chrome, Apple limiting IDFA use and the ad tech industry casting around for alternative solutions.

“[We’re on the cusp of] a complete transformation of how we target and measure digital advertising,” Keith says. “It’ll be a complete sea change … [and] it’s definitely top of mind with every marketer we’re working with.”

Keith Eadie, VP and GM of Adobe Advertising Cloud and head of product for Adobe Analytics, reporting in from his home office, err, his garage.Also top of mind for Adobe is the company’s transition away from services. In June, CEO Shantanu Narayen told investors that Adobe will stop investing in its managed service product for programmatic TV advertising and no longer prioritize those types of deals.

Adobe spent the past five years building software products for its programmatic TV line of business and striking supply relationships. “But, ultimately, we couldn’t see it getting to a fully programmatic value chain and software platform over the next five years,” Keith said. “We were trying to change an industry that has a lot of foundational technology that is not programmatic friendly.”

Also in this episode: wisdom on weathering a crisis from Keith’s days as a consultant with Boston Consulting Group during the Great Recession, why incrementality is starting to pick up steam as marketers look for efficiencies amid COVID-19 and the biggest missed opportunity in ad tech right now.

Subscribe to AdExchanger’s Social Distancing With Friends podcast on iTunes, Google Play, Spotify, Stitcher or wherever you listen to podcasts.

Must Read

Comic: No One To Play With

Google Pulls The Plug On Topics, PAAPI And Other Major Privacy Sandbox APIs (As The CMA Says ‘Cheerio’)

Google’s aborted cookie crackdown ends with a quiet CMA sign-off and a sweeping phaseout of Privacy Sandbox technologies, from the Topics API to PAAPI.

The Trade Desk’s Auction Evolutions Bring High Drama To The Prebid Summit

TTD shared new details about OpenAds features that let publishers see for themselves whether it’s running a fair auction. But tension between TTD and Prebid hung over the event.

Monopoly Man looks on at the DOJ vs. Google ad tech antitrust trial (comic).

How Google Stands In The DOJ’s Ad Tech Antitrust Suit, According To Those Who Tracked The Trial

The remedies phase of the Google antitrust trial concluded last week. And after 11 days in the courtroom, there is a clearer sense of where Judge Leonie Brinkema is focused on, and how that might influence what remedies she put in place.

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

The Ad Context Protocol Aims To Make Sense Of Agentic Ad Demand

The AI advertising agents will need their own trade group eventually. For now though, a bunch of companies are forming the Ad Context Protocol, or AdCP.

OUTFRONT Is Using Agencies’ AI Enthusiasm To Spur Wider Programmatic OOH Adoption

The desire for a data-driven reinvention of OOH inspired OUTFRONT to create agentic AI tools for executing and measuring OOH campaigns and comparing OOH to other channels.

Inside PubDesk, The Trade Desk’s New Dashboard That Shows What Buyers Actually Care About

A peek inside PubDesk, The Trade Desk’s new dashboard that gives sellers detailed info on how buyers value their inventory.