Programmatic Lunch

Adobe unveils Advertising Cloud at annual summit

Tim Maytom

Adobe is currently holding its annual summit, and has used the opportunity to reveal its latest enterprise-focused offering, Adobe Advertising Cloud, a new platform dedicated to advertising built using technology from the recently-acquired TubeMogul.

The launch will make Adobe one of the largest independent ad platforms, without any direct ownership in media or content. The Advertising Cloud combines capabilities from TubeMogul with Adobe’s own Media Optimiser to create an end-to-end platform for advertisers across all channels. It includes AMO Search, a search management platform, AMO Demand Side Platform, which automates display, social, video and programmatic TV buying, and AMO Dynamic Creative Optimisation, which ties in with Adobe’s Creative Cloud offering.

“With Adobe Advertising Cloud, brands can centralise all advertising planning and buying through one trusted platform with full transparency into exactly where their ads appear and how effective they are at driving business results,” said Brett Wilson, vice president and general manager of advertising at Adobe. “We are bridging longstanding media gaps – not just between TV and digital, but also between brand and performance advertising.”

The Adobe Advertising Cloud is part of the firm’s larger ‘Experience Cloud’, also launched today, which includes its analytics and marketing platforms. The various cloud services it offers will work in unison to leverage Adobe’s Sensei machine learning and AI capabilities, offering enterprises everything they need to deliver improved customer experiences.

Thanks to TubeMogul and Adobe’s existing deals, the Advertising Cloud already manages roughly $3.5bn (£2.8bn) in annualised ad spend from over 1,000 global clients, including Ford, Kraft, L’Oréal, Nickelodeon, Southwest Airlines and Johnson & Johnson.

Adobe also announced it would be partnering with Microsoft to create joint offerings which combine the Experience Cloud with Microsoft Azure, Dynamics 365 and Power BI, providing businesses with new ways to harness their data and unlock business insights. The two firms are also collaborating to create a new industry-standard experience data model that will standardise how such data is structured.