Adobe Marketing Cloud Announces Updates for Programmatic Ad Buying

Adobe as announced a new algorithmic engine and advances in its Adobe Marketing Cloud Audience Core Services to bring together the worlds of data-driven marketing and ad tech. The company says these updates are in response to the challenges in programmatic ad buying facing today’s advertisers, with too much focus placed on display ad bidding and multiple data vendors providing different buying methods and billing practices. 

The new engine allows Adobe to integrate programmatic buying natively, bringing the marketplace to the marketer and enables consistent consumer experiences across channels and increased ROI. New Audience Core Services enables companies to connect massive audience and behavioral data from a broad range of sources, including CRM systems, websites and apps while a new set of algorithms lets them reach those audiences with paid media through Adobe Media Optimizer.

Audience Core Services provides the ability to bring together CRM and behavioral data collected via websites, apps and IoT device engagements and mine customer profiles for unique behaviors based on specific attributes. The functionality can deliver personalized email campaigns, web and app content, social media engagements and more. And by integrating legacy CRM data from Salesforce, Oracle and SAP, Audience Core Services offers enhanced granular audience segmentation.

A new Audience Marketplace enables advertisers and publishers to evaluate and purchase anonymous third-party data to expand audience segments and bring them into the Adobe Audience Manager. For example, audience data can now be shared between a hotel and travel company to better target a specific segment of travelers with an ad or other content. In addition, Adobe Marketing Cloud customers can buy, sell and share their anonymous first-party data, which allows brands to scale valuable audiences, identify partners for data sharing, and improve cross-channel customer engagement.

The Algorithmic Engine provides the opportunity to leverage audience segments within Adobe Marketing Cloud Audience Core Services with a click of a button and buy display, search and social ads at scale using a new self-serve UI within Adobe Media Optimizer. The programmatic approach, powered by a new algorithmic provides access to the real-time bidding process directly across major ad exchanges with over one million queries per second. Ad audiences can also be shared across other Adobe Marketing Cloud solutions. This bi-directional sharing enables marketers to deliver more consistent and targeted experiences for prospects and existing customers.