From TubeMogul to Adobe: Taking the Next Step

December 13, 2017

When a company is acquired, many employees wonder how the transition will be—what changes can I expect? Will my scope of work change? So when Adobe first announced that it would be acquiring TubeMogul in December 2016, many hoped for the best. For Michael Schiff, lead software engineer, the transition was the next step forward.

Michael, who first joined TubeMogul in June 2013, was confident when he learned about the acquisition. “I had no major doubts. I watched TubeMogul really grow over the years, and this is just the next step in a series of changes. There were some uncertainties but I had confidence in my team and Adobe’s history that things were going to go well.”

But of course the transition wasn’t without its surprises. And luckily, it was a pleasant surprise. Michael wasn’t expecting Adobe’s big focus and emphasis on advertising platforms. “There are so many talented people here working on marketing systems. Just seeing what a priority it is at Adobe is amazing. We have so many smart people at Adobe and interesting challenges to work with. I used to just think Adobe was boxed software, but that’s not the case anymore with our big data platforms and distributed systems,” he said.

Michael works on the Data Systems team within Adobe Media Optimizer that’s focused on data streaming and processing efforts that includes a distributed system which processes over 400,000+ events per second (think real-time statistics). What this means is that, “When an ad is served it creates an ‘event’. We process these events for customers, and serve this data to them the second we get it. This is important because our customers can then tweak their ad campaigns from the fast and accurate data we serve them.”

As to how his work at TubeMogul compares to how it is now at Adobe, Michael said, “The scope of work has definitely expanded. Since this time last year, the input volume from customers is up 100%, largely due to the addition of display campaigns we offer now. Even so, the goals are still the same—to deliver the best experience possible.”

For marketers, Adobe Media Optimizer (AMO), is crucial to their business. Through AMO, which is part of the Adobe Advertising Cloud, customers can get a complete view of their ad campaign, know when and where to invest their online advertising budget, and know that their budget is being spent in the most strategic and efficient way. These capabilities are the basis for Adobe’s recently launched ad campaign, which is placed entirely through the Advertising Cloud’s programmatic system. Of his team’s impact Michael said, “A lot of big decisions are data driven and that data comes from us. We provide a crucial role in solving business problems. We may not be a part of the user interface of the ads served, but every customer experience is touched by us.”

Although it’s only been a year since the acquisition, Michael explains his experience at Adobe as being, “Engaging! I think big companies suffer the stigma of being checked out, but I’m constantly thinking about what to improve, what we’re building, and how to make it better. I’m involved in so many different projects and I’m constantly collaborating with my teammates. There’s never a shortage of opportunities here.”


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