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emfizz.com March 23, 2017


Adobe, Microsoft launch first joint cloud systems

21 March 2017, 12:29 | Jan Cross

Adobe is now officially an ad tech company

Adobe launches its Advertising Cloud to manage ads across search, social and TV

"We are bridging longstanding media gaps - not just between TV and digital, but also between brand and performance advertising". All these solutions are built upon Adobe's robust and scalable Cloud Platform.

Adobe Advertising Cloud already manages roughly $3.5 billion in annualized ad spend on behalf of more than 1,000 global clients, including Allstate, Ford, Johnson & Johnson, Kraft, Liberty Mutual, L'Oréal, MGM, Nickelodeon and Southwest Airlines.

Not content with being one of the dominating forces on the marketing cloud scene - with its own Adobe Marketing Cloud pulling in a record US$1.631 billion in revenue in the 2016 financial year, Adobe says the Advertising Cloud already manages almost US$3.5 billion in annualised ad spend on behalf of more than 1,000 global clients.

Advertisers are facing an increasingly complex and fragmented landscape, with legacy silos for media planning and buying across TV and digital. However, while both of Adobe's rivals have made major acquisitions in the marketing tech and data space, they have yet to provide marketers demand-side platform software that allows them to buy ads. It includes Adobe Media Optimizer and the recently acquired TubeMogul.

Over the years, Adobe has been looking for ways to improve the measurement and management of ads that appear on the Internet.

The sales and marketing software products by Adobe and Microsoft is going to give tough competition to similar products of Salesforce.com Inc and Oracle Corp offerings, the two firms said Monday.

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The model will standardise how data is structured and accelerate the process of gaining insights from huge amounts of data.

The solutions look to transform cross-channel experiences and campaign orchestration using Adobe Experience Cloud and Microsoft Cloud. It also leverages Adobe Sensei's machine learning and artificial intelligence capabilities. Experience Cloud, therefore, is more of a statement than a product launch - it is Adobe's way of showing that when it comes to every aspect of marketing, it has not only a complete suite of individual products that can help at a niche problem level but an overall solution that integrates across the entire customer journey.

Finally, Adobe and Microsoft announced the availability of their first set of joint solutions focused on transforming customer experiences for enterprises.

Speaking to Business Insider, Brett Wilson, the former TubeMogul CEO and current vice president and general manager of advertising at Adobe, said: "Adobe, traditionally, has been known for having a marketing cloud that primarily helped advertisers measure interactions with their audience and data".

"At Adobe, we believe experience is the great differentiator, the make-or-break attribute to ignite life-long customer advocacy and growth".



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