Acquisition Enhances Adobe's Digital Advertising and Programmatic Marketing Platform
During the edition of the Adobe Summit Europe, held in London, Adobe announced that it has purchased Tumri, advertising technology (also known as Ensemble) from Collective, to extend its programmatic advertising capabilities with new dynamic creative functionality in Adobe Media Optimizer. This technology will help advertisers increase the impact of their advertising by providing an element that was missing in today's advertising process: the ability to deliver more effective creative content during the programmatic advertising buying process. The terms of this agreement are not being disclosed.
With Dynamic Creative Optimization (DCO), advertisers have at their disposal a powerful tool to seamlessly develop, customize and deliver creative materials in real-time to drive greater user engagement and achieve a higher conversion rate in assorted devices. This will allow customers to extend and optimize ad creation in ways never before possible using Adobe Media Optimizer .
The addition of this new DCO technology will streamline the ad creation process with flexible ad templates, deliver new mobile advertising capabilities through HTML5, and extend product retargeting capabilities across vertical consumer markets. By integrating new DCO functionality with Adobe Marketing Cloud Core Services such as Profiles and Audiences and sharing materials with the Adobe Creative Cloud, advertisers will also be able to seamlessly extend targeted content across key marketing channels.
“The optimization of the creative process occurs in the last millisecond of the marketing process and can either promote or derail customer engagement and conversions,” said Justin Merickel, senior director of Advertising Solutions at Adobe. “Tumri is a solid, market-validated DCO solution, and the integration with Adobe Media Optimizer will enhance our multi-channel advertising capabilities. Adobe offers the only platform that combines advertising, data and creative optimization to redefine programmatic marketing.”
The new DCO product is expected to be available as a standalone product and in conjunction with the programmatic advertising purchase functionality in Adobe Media Optimizer later this year. Adobe Media Optimizer, an advertising optimization platform (DSP) and one of eight Adobe Marketing Cloud solutions, is the industry's most advanced digital advertising tool that delivers advertising management, optimization, and forecasting across social media channels. search and display. Used by over 500 clients across all industries worldwide, Adobe Media Optimizer manages nearly $3 billion in advertising spend per year for its clients.
With Dynamic Creative Optimization (DCO), advertisers have at their disposal a powerful tool to seamlessly develop, customize and deliver creative materials in real-time to drive greater user engagement and achieve a higher conversion rate in assorted devices. This will allow customers to extend and optimize ad creation in ways never before possible using Adobe Media Optimizer .
The addition of this new DCO technology will streamline the ad creation process with flexible ad templates, deliver new mobile advertising capabilities through HTML5, and extend product retargeting capabilities across vertical consumer markets. By integrating new DCO functionality with Adobe Marketing Cloud Core Services such as Profiles and Audiences and sharing materials with the Adobe Creative Cloud, advertisers will also be able to seamlessly extend targeted content across key marketing channels.
“The optimization of the creative process occurs in the last millisecond of the marketing process and can either promote or derail customer engagement and conversions,” said Justin Merickel, senior director of Advertising Solutions at Adobe. “Tumri is a solid, market-validated DCO solution, and the integration with Adobe Media Optimizer will enhance our multi-channel advertising capabilities. Adobe offers the only platform that combines advertising, data and creative optimization to redefine programmatic marketing.”
The new DCO product is expected to be available as a standalone product and in conjunction with the programmatic advertising purchase functionality in Adobe Media Optimizer later this year. Adobe Media Optimizer, an advertising optimization platform (DSP) and one of eight Adobe Marketing Cloud solutions, is the industry's most advanced digital advertising tool that delivers advertising management, optimization, and forecasting across social media channels. search and display. Used by over 500 clients across all industries worldwide, Adobe Media Optimizer manages nearly $3 billion in advertising spend per year for its clients.
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