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Adobe programmatic advertising

platform raised the bar distinctly

Adobe Analytics, the data and analytics backbone of direct control of automated ad buying for search, display
Adobe Marketing Cloud, has just been recognized by and social media across ad exchanges and media net-
Forrester Research as a Leader in Customer Analytics works from partners like Google, Facebook or Yahoo.
Solutions. According to the Forrester report, Adobe
Analytics “is specifically designed for marketers who But what makes the platform so unique is that it gives
lack a technical background but would like to surface maximum transparency on all advertising costs, ad per-
actionable insights in their customer data. The report formances and sales, which is a huge support since
also stated that the solution “is a good fit for brands many advertisers still struggle with the fragmentation of
looking to use customer analytics in real-time to drive the programmatic ad buying process and the lack of
digital marketing.” transparency.

At the same time, IDC recognized the Adobe Market- Tight integration with Adobe Analytics and Adobe Audi-
ing Cloud, as a market leader that “empowers compa- ence Manager ensures in addition that advertisers can
nies to use big data to effectively reach and engage tap into data to refine and target granular audience seg-
customers and prospects with highly personalized ments. Dynamic creative capabilities enable advertisers
marketing content across devices and digital touch to make use of images, videos and other assets of the
points.” Adobe Creative Cloud to deliver the right content to the
right user at the right time.
The impressively forward-thinking company launched
just six month ago the industry’s most advanced pro- “Transparency is key to success in the programmatic
grammatic ad platform for advertisers that sets new world, as automation is rapidly defining the buying and
standards by being fully integrated in the Adobe Mar- selling of digital ads, but advertisers are demanding
keting Cloud. more real-time insight into campaign spend and ROI,
which Adobe is delivering,” Justin Merickel, Senior Di-
Powered by Adobe Media Optimizer, the “self-service” rector of Advertising Solutions at Adobe explained.
technology allowed advertisers for the first time to take

38 Asian eMarketing - March 2016 Marketing Automation: Retargeting, Programmatic & Real-time Marketing