Adobe Advances Programmatic Advertising With New Dynamic Creative Technology
April 29 2015 - 4:03AM
Business Wire
Adobe Acquires Tumri from Collective to Bolster Adobe Media
Optimizer
At Adobe Summit Europe, the company’s annual digital marketing
conference in London, Adobe (Nasdaq:ADBE) today announced it has
acquired the 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 scale the impact
of their display ads by providing a missing link in the current
advertising process: the ability to serve the most effective
creative content during the programmatic ad buying process. With
Dynamic Creative Optimization (DCO), advertisers have a powerful
tool to seamlessly build, personalize and deliver creative assets
in real time to drive higher user engagement and conversion rates
across devices. This will allow customers to scale and optimize ad
creative through Adobe Media Optimizer in a way never before
possible.
The addition of this new DCO technology will streamline the ad
creation process with flexible ad templates, offer new mobile ad
serving features through HTML5, and extend product retargeting
capabilities across customer verticals. By integrating the new DCO
functionality with Adobe Marketing Cloud Core Services, such as
Profiles and Audiences and asset sharing with Adobe Creative Cloud,
advertisers will also be able to extend targeted content
consistently across key marketing channels.
“Creative optimization takes place at the last millisecond of
marketing and can make or break consumer engagement and
conversions,” said Justin Merickel, senior director of Advertising
Solutions, Adobe. “Tumri is a strong DCO solution validated by the
market and the integration with Adobe Media Optimizer will bolster
our advertising capabilities across channels. Adobe offers the only
platform that combines advertising, data and creative optimization
to redefine programmatic marketing.”
With DCO capabilities, advertisers can test to see what creative
content is most effective. Additional parameters available in Adobe
Marketing Cloud and Adobe Audience Manager, including demographic
and location data, can be added to DCO to determine what
combination of ad creative and copy resonate best among specific
audience segments. Essentially, different versions of the same
display ad can be delivered instantly based on website behavior,
audiences and context – all without teams having to manually create
each ad variation.
The new DCO offer is expected to be available as a standalone
product and in conjunction with programmatic ad buying
functionality in Adobe Media Optimizer later this year. Adobe Media
Optimizer, Adobe’s demand-side platform and one of eight solutions
in Adobe Marketing Cloud, is the industry’s most advanced digital
advertising platform delivering ad management, optimization and
forecasting across search, display and social media channels. Used
by more than 500 global customers across industries, Adobe Media
Optimizer manages nearly $3 billion in annualized ad spend on
behalf of its customers.
Terms of this deal are not being publicly disclosed.
About Adobe Systems Incorporated
Adobe is changing the world through digital experiences. For
more information, visit www.adobe.com.
© 2015 Adobe Systems Incorporated. All rights reserved. Adobe,
the Adobe logo and Creative Cloud are either registered trademarks
or trademarks of Adobe Systems Incorporated in the United States
and/or other countries. All other trademarks are the property of
their respective owners.
Adobe Systems IncorporatedCraig Corica,
415-832-5389ccorica@adobe.comorEdelmanKate McEwan,
206-664-7800kate.mcewan@edelman.com
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