Adobe aims to deliver new levels of personalised, data-driven ad buying

Adobe aims to deliver new levels of personalised, data-driven ad buying
Liz Morrell is a freelance business journalist and content creator with more than 20 years writing experience, including 15 in retail and associated sectors. She is a regular contributor to MarketingTech but also covers a number of other industries in her freelance capacity. Contact her via LinkedIn or at


Adobe has announced the rollout of what it claims is the industry’s most advanced global programmatic advertising platform for advertisers and media publishers, using Adobe Marketing Cloud solutions.

The solution will, the company claims, deliver new levels of personalised, transparent, data driven and efficient ad buying and delivery.

Using Adobe Media Optimizer advertisers are able to take direct control of automated ad buying for search, display and social media across ad exchanges and media networks from partnerships such as Google, Facebook, Yahoo, Rubicon Project, Index Exchange and more, providing full transparency into media costs, ad performance and revenue. With integration with Adobe Analytics, and Adobe Audience Manager advertisers can also use data to refine and target granular audience segments.

As well its programmatic platform for advertisers Adobe has launched a programmatic offering for media publishers which is currently in beta. Adobe’s TV platform Adobe Primetime helps broadcasters and pay TV service providers deliver and monetise TV experiences across screens, offering media sellers maximum sell-through of video ad inventory and optimal prices across screens while content distributors are linked to multiple ad buyers to reach specific audiences at scale.

“Adobe is addressing some major industry pain points with its programmatic platform from connecting technology and data siloes to solving for scalability and transparency across campaign channels,” said Stephan Beringer, CEO of the VivaKi Operating System (VOS). “It’s increasingly difficult to track when, where and how digital ads are performing, but marketers are demanding more accountability.”

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