Adobe Launches New Programmatic Ad Platform

Adobe announced that it is rolling out what it is calling “the industry’s most advanced” global programmatic advertising platform, specifically for advertisers and publishers using Adobe Marketing Cloud products.

“It offers a new level of personalized, transparent, data-driven and efficient ad buying and delivery to boost ad performance and revenue across channels,” a spokesperson for the company tells WebProNews.

The new self-serve platform is powered by Adobe Media Optimizer and lets advertisers control automated ad buying for search, display, and social media across exchanges and media networks from Google, Facebook, Yahoo, Rubicon Project, Index Exchange, and others.

“Advertisers continue to struggle with the fragmentation of the programmatic ad buying process and the lack of transparency,” says Adobe’s Justin Merickel in a blog post. “This new platform provides full transparency into media costs, ad performance and revenue with a customer commitment to never arbitrage or hide fees. Tight integration with Adobe Analytics and Adobe Audience Manager ensures that advertisers can tap into data to refine and target granular audience segments. Dynamic creative capabilities enable advertisers to use images, video and other assets from Adobe Creative Cloud to deliver the right content to the right user at the right time.”

Adobe also announced its programmatic offering for media publishers via Adobe Primetime (in beta).

Image via Adobe