Adobe launches advanced programmatic advertising platform

Adobe launches programmatic advertising platform
Adobe on Wednesday unveiled its advanced programmatic ad platform for advertisers and media publishers leveraging solutions in Adobe Marketing Cloud.

Powered by Adobe Media Optimizer, the new “self-service” technology allows advertisers to take direct control of automated ad buying for search, display and social media across ad exchanges and media networks from partners like Google, Facebook, Yahoo, Rubicon Project, Index Exchange, and more.

Adobe said its new platform provides full transparency into media costs, ad performance and revenue with a customer commitment to never arbitrage or hide fees.

“Transparency is key to success in the programmatic world as automation is rapidly defining the buying and selling of digital ads, but advertisers are demanding more real-time insight into campaign spend and ROI, which Adobe is delivering,” said Justin Merickel, senior director of Advertising Solutions at Adobe.

“With global programmatic ad spend expected to reach $53 billion by 20181, Adobe is the first company to integrate disparate technologies and deliver programmatic capabilities in a unified platform.”

Furthermore, Adobe said the new platform has tight integration with Adobe Analytics and Adobe Audience Manager. This is to ensure that advertisers can tap into data to refine and target granular audience segments.

Adobe also announced its programmatic offering for media publishers. Adobe Primetime, Adobe’s TV platform that helps broadcasters and pay TV service providers deliver and monetize TV experiences across screens, offers media sellers maximum sell-through of video ad inventory and optimal prices across screens.

Arya MM
[email protected]

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