Adobe Summit Update: Adobe Advertising Cloud Gets “Creative”

Sudipto Ghosh

March 27, 2018

New Self-Serve Platform from Adobe Puts Marketers in the Driver’s Seat

At the ongoing Adobe Summit, Adobe announced enhancements to their Advertising Cloud. This includes several additions to the Adobe Advertising Cloud, part of the Adobe Experience Cloud, designed to remedy these issues. Advancements announced at the Adobe Summit include Adobe’s new Advertising Cloud Creative and an expanded integration with Adobe Analytics Cloud. This announcement follows Adobe and Microsoft announcing their expansion into the Chinese technology market.

At the time of this announcement at the Adobe Summit, Keith Eadie, Vice President and General Manager of Adobe Advertising Cloud, said, “We are tearing down the walls between creative, data and media in a way only Adobe can make possible. Many marketers today still struggle to deliver relevant advertising messages to their customers. We’re making it easy for brands to deliver well-designed, personalized advertising to consumers who may currently ignore their ads.”

Self-Serving Platform to Empower Adobe Customers to Work with Creative Assets

Marketers continue to be challenged by siloed creative and media processes as well as disparate systems and platforms. By adding new features to the Advertising Cloud, Adobe customers can take ‘Creative’ assets, optimize/target their display advertising across ad sizes and make simple changes to their ads themselves without needing to go back to their agency or re-trafficking. Creative assets that are designed in Adobe Creative Cloud will be automatically available in the Advertising Cloud Creative.

Adobe’s new Advertising Cloud Creative is a self-serve platform that significantly expands Adobe’s Dynamic Creative Optimization (DCO) offering by giving marketers control over basic design elements—including advertising copy and assets used in display ads—to allow for the rapid roll-out of new messaging and design without the painful and expensive steps of re-trafficking or starting the design process over from scratch.

New Features on Adobe Advertising Cloud Now Powered by AI/ML

A native integration with the Adobe Experience Cloud Device Co-op provides Advertising Cloud customers with a trusted, independent device graph to better reach consumers regardless of what device they are on. Other additions will help make advertising a more connected experience, including seamless attribution measurement (the ability to link ads bought through Advertising Cloud to business outcomes like purchases, measured by Adobe Analytics) as well as the ability to leverage brand metrics in the demand-side platform (DSP) to inform media buying decisions.

In addition, the Advertising Cloud now includes features powered by Adobe Sensei, the company’s advanced AI and machine learning framework, to optimize the relevance and performance of search, display and video ads across all screens.

Currently, Adobe Advertising Cloud is the industry’s first end-to-end, independent platform for managing advertising across traditional TV and new-age digital formats. By focusing on brand safety, improving transparency and leveraging the full power of the Adobe Creative Cloud and the Adobe Experience Cloud, the platform enables advertisers to gain greater control of their global advertising spend and achieve their business objectives.