Adobe announces the launch of its most advanced programmatic advertising platform for advertisers and media publishers, leveraging the integrated solutions of Adobe Marketing Cloud. Based on Adobe Media Optimizer, with this new “self-service” technology, advertising professionals will have direct control over automated ad buying for search, display and social media managed by partners such as Google, Facebook, Yahoo, Rubicon Project, Index Exchange, among others.
The new platform, according to Adobe, has allowed advertisers to overcome the difficulties of a fragmented process during programmatic ad buying and the lack of transparency. The tool offers complete clarity in terms of media cost, ad performance and revenue, with a commitment to never arbitrage or hide fees.
For the advertiser, the integration between Adobe Analytics and Adobe Audience Manager allows them to leverage insights to refine their campaigns and target their ads to granular segments of their audiences. With dynamic creative capabilities, advertisers can use Adobe Creative Cloud images, videos and other assets to deliver the right content to the right user at the most appropriate time.
TV platform
In addition to making its programmatic platform available to advertisers, Adobe also announces its programmatic product to media publishers. Adobe Primetime is Adobe's TV platform that helps broadcasters and pay-TV providers distribute and monetize TV experiences across multiple devices; for media sellers, the solution allows you to maximize video ad sales and optimize pricing across devices. A connection is created between content distributors and multiple ad buyers to reach specific audiences at scale.
Leveraging audience data generated by Adobe Audience Manager, Adobe Primetime facilitates the direct sale of premium ads based on data produced in real time, offering the best predictability and yield optimization in the industry. Adobe Primetime's new programmatic capabilities are now available in beta.
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