Adobe has introduced several additions to Adobe Advertising Cloud, part of Adobe Experience Cloud, designed to tackle the issues of siloed creative and media processes as well as disparate systems and platforms.
New Self-Serve Platform Puts Marketers in the Driver’s Seat
The announcement was made Adobe Experience Forum Thailand Wednesday when advancements showcased included Adobe’s new Advertising Cloud Creative and an expanded integration with Adobe Analytics Cloud.
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 rollout of new messaging and design without the painful and expensive steps of re-trafficking or starting the design process over from scratch, Adobe said in a press statement.
Creative assets that are designed in Adobe Creative Cloud will be automatically available in Advertising Cloud Creative, so marketers can take these 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, the statement added.
Adobe Advertising Cloud also debuted deeper capabilities with Adobe Analytics Cloud. These 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, the statement said.
In addition, 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.
“We are tearing down the walls between creative, data and media in a way only Adobe can make possible,” said V.R. Srivatsan, Managing Director, Adobe Southeast Asia. “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.”