Results tagged “advertising”

What to Expect from us this week at Cannes Lions

photoWe’ve arrived here in sunny Cannes for another year at the Cannes Lions Advertising Festival. This year marks a special milestone, as it’s the 60th anniversary of the festival. We have a lot to look forward to this week, and hope that you’ll join us!

First, we’ll be hosting our seminar tomorrow, “You can’t trust marketers.” Now, more than ever before, advertisers can prove the ROI of their efforts thanks to today’s innovations technology, thereby giving marketers a whole new level of credibility. The conversation will feature renowned panelists, including our CMO Ann Lewnes, CEO of Starcom USA, Lisa Donohue, Director of Brand Management at BMW, Steven F. Althaus, and Editor in Chief at The Newsweek Daily Beast Company, Tina Brown.

Similar to years past, we’ll be sponsoring both the Creative Effectiveness Lions and Young Lions awards. The Creative Effectiveness awards honors creativity that has shown measurable impact on a business through consumer behavior, brand equity, sales, and profit.

Through our sponsorship of the Young Lions, we are proud to support the next generation creative talent, who come together to compete in one of six competitions throughout the week. Cyber, Film, Media, Print, Design, and Young Marketers. Each team has to respond to a client brief and deliver finished creative within 24 hours (48 hours for Film).

Speaking of awards, we’re also partnering with AdWeek this year to host an experience that aims to predict the award winners. The site will go live tomorrow morning, and we’ll send out the link once it’s live. There, you’ll get a chance to vote for your favorite nominees as well, so that we can hear from all of you following the festival from home.

To end our week at Cannes, our VP of EMEA Marketing, Mark Phibbs, will join Razorfish and Converge on a panel to discuss the blurring lines between creativity, technology, and media on Wednesday, June 19th at 3 p.m.

Follow us @Adobe for the latest from the festival, and for those of you are here, we hope to get a chance to meet you!

Adobe Primetime Launches — Bringing TV to a Screen Near You

Today, we’re excited to announce that Adobe Primetime (formerly “Project Primetime”) is now available, offering the industry’s most advanced TV publishing and monetization platform for programmers and pay-TV service providers. Comcast Cable and NBC Sports Group have signed on as first Adobe Primetime customers and we’re collaborating with dozens of industry leaders to pave the way for TV content across every connected screen. Ecosystem partners include Akamai, Amazon Web Services, Cisco Systems, Elemental Technologies, Envivio, Harmonic, iStreamPlanet, RGB Networks, thePlatform and others.

Adobe Primetime integrates Adobe’s video publishing, player, DRM, advertising and analytics solutions to help eliminate the complexity of reaching audiences across screens and to create great digital video experiences while also offering new monetization opportunities for programmers and pay TV service providers. The seamless tie-in with ecosystem partners offers an unprecedented, highly scalable and reliable solution that can be implemented consistently across devices and platforms.

The Adobe Primetime Player is available for Windows, Mac OS, Android, iOS, and will support connected TVs as well as gaming platforms such as Roku and Xbox in 2013. To learn more about Adobe Primetime and how we’re helping content owners and distributors more efficiently bring more content to more devices, see our press release and blog post.

New Primetime Logo

Additionally, given the rise in digital video consumption, we also published The U.S. Digital Video Benchmark report. The Adobe Digital Index team looked at 19.6 billion video starts on media websites from 2012 to confirm the growth of broadcast video consumption across connected devices. A few key findings include:

  • TV Everywhere adoption increased 12-fold
  • Mobile video viewing grew by 300%
  • Facebook users are seeing twice the level of engagement with video over non-video content

Check out our animated infographic below and see the full report on the latest video trends for device use, ad placement, social media, and more.

News Rundown at Adobe Summit 2013

This week at Adobe Summit – The Digital Marketing Conference, more than 4,500 digital marketers and senior leaders representing the world’s top brands are coming together in Salt Lake City to learn the latest about marketing trends, network and share best practices with each other.

At the conference, we are making a series of news announcements to address growing industry needs that include:  1) helping marketers iterate and act more quickly to better meet consumers’ expectations; 2) staying on top of the mobile explosion and delivering better mobile experiences; 3) simplifying the complex task of delivering the right experience or content to the right person at the right time.

Keynote presenters this year include Adobe CEO Shantanu Narayen and SVP and GM of Adobe’s Digital Marketing Business, Brad Rencher, along with record-setting stratospheric daredevil Felix Baumgartner; Adam Bain, president of global revenue at Twitter; and Sal Kahn, founder of Khan Academy.

You can watch the keynote live today, Wednesday, March 6 from 9am-11am MST.

Our news today highlights major new Adobe Marketing Cloud capabilities, including:

New Touch Interface and Mobile Marketing Capabilities 

Adobe today unveiled an innovative new UI for Adobe® Marketing Cloud that surfaces data and insights to marketers and business leaders so they can easily gauge the impact of their marketing dollars.  Through this visually rich, touch based interface, Adobe Marketing Cloud, which marketers use to understand how campaigns are performing, now links with Adobe Creative Cloud™, which agency creatives use to build and deliver those campaigns.  In addition, every solution within Adobe Marketing Cloud has been upgraded with new mobile marketing capabilities, including new mobile capabilities for analytics, advertising, social app development, targeting content on smartphones and tablets, and mobile content management and delivery.

Adobe Social Goes Mobile 

Adobe today upgraded Adobe Social®, part of Adobe Marketing Cloud, with a completely redesigned user interface focused on interpreting and presenting social data in a more digestible format that helps social marketers prove business results.  Adobe also debuted Adobe Social for mobile phones and tablets.  Social marketers now have a marketing tool that’s as mobile as they are.

Delivering Personalized Experiences across Mobile and Social 

The static website is long gone.  Personalizing and optimizing your customer’s experience is essential.  Adobe today announced a major update to Adobe Experience Manager, part of Adobe Marketing Cloud, which introduces new responsive design, social communities and video capabilities that deliver a fully personalized experience to customers. In addition, Adobe today introduced a new Digital Asset Management offering within Adobe Experience Manager.  Adobe has re-imagined digital asset management with both marketers and creatives in mind, giving organizations unprecedented capabilities to deliver consistent, high-quality experiences anywhere.

New Digital Advertising Solution for Media Agencies and Marketers 

Adobe today unveiled a standard version of Adobe Media Optimizer, part of Adobe Marketing Cloud. Media Optimizer is Adobe’s digital advertising platform for campaigns across search, display and social media. The new edition, Media Optimizer Standard, delivers a rules-based bidding solution that improves the performance of search engine marketing campaigns through seamless integration with Adobe Analytics. Media Optimizer Standard is designed for media buying agencies, search engine marketing (SEM) agencies and direct advertisers seeking more control and transparency over their campaigns at an economical price point.

Taken together, these groundbreaking new solutions and capabilities are all designed to help our customers deliver the right online experience to the right person . They also offer the best way to tie social media activities to business results. And finally, they enable customers to achieve the greatest return on investment from online advertising.

Super Bowl Advertisers Can Expect a 20% Increase in Web Traffic

Those of us in the advertising profession don’t view the Super Bowl like most Americans. Let’s face it – most people will be focused on watching their big screen TVs, eating Super Bowl munchies, and hoping for their favorite team to score another touchdown. Marketers, however, think of this event as the Holy Grail of advertising. We run into the room when the commercials start, and admittedly some of us even tune out when the football action resumes. For marketers, it’s our opportunity to be inspired by the world’s best creative talent. Most importantly, it’s our moment to truly entertain, inspire and emotionally touch consumers during one of the biggest TV events of the year. In the back of our minds, however, a huge question looms: Is this the best we can do as marketers? Should we still be spending that much money on a seemingly untargeted and untrackable sports event?

Digital marketers are held to a higher standard nowadays. Measurement, targeting, and the ability to deliver relevant advertising through digital media channels have changed the game. Simply tracking marketing budget ROI via focus groups and awareness studies is insufficient for today’s CMO.  Interaction between online and offline media is still complex, but it’s imperative to analyze and optimize multiple media in order to build effective advertising campaigns.

The Adobe Digital Index team performed two types of analysis to understand 1) the consumption patterns of sports related content across devices, and 2) how web traffic is impacted by television advertising around the Super Bowl.

Mobile video viewing will double on Super Bowl Sunday

The Digital Index team analyzed 1.4 billion video starts during 10 large sporting events in 2012 and compared them to typical, non-event days.  Viewers demonstrated an increasing propensity to check sports-related videos from their mobile phones and an even larger desire to watch those videos from tablets during these special sporting events. These data points are compelling, but most striking is the percentage of online videos accessed by tablets and mobile phones, reaching 16% on a day with a major sporting event – a 100% increase compared to a typical day in sports. Viewership levels of this magnitude are significant and demonstrate the need for media websites to continue to invest in usability, design, and optimization of mobile content.  For advertisers, it begs the question, Should I supplement my Super Bowl ad spend with online video to reach a more affluent and targeted audience with more measurable results?  Or, if I can’t afford America’s most expensive 30 seconds of airtime ($3.8 million in 2013), can I take advantage of the event in other ways online?

Digital Index data suggests that marketers should be saying yes and yes. Super Bowl advertisers should consider the mobile video consumption trend to supplement their television expenditure with incremental online video advertising. Advertisers seeking more targeted vehicles or those who cannot afford the Super Bowl premium can tap into this marketing moment online and capitalize on the digital channel’s great targeting, low cost per mille (or cost per impression), and affluent audience. We know that mobile advertising is still complex, but the prices remain relatively low while the audience is growing and is proven to spend more. U.S. advertisers spent 180 billion dollars in 2012, but directed only 2% of that spend into mobile advertising (Source: eMarketer Worldwide Ad Spending Forecast, January 2013).

Mobile Video Graph

Super Bowl advertisers will see a 20% increase in web traffic and the bump in visits will last about a week

Visits and page views to companies that advertise on TV during the Super Bowl show a 20% increase in visits on the day of the game and maintain higher than average traffic for a week following the game.  However, by the following week, all is forgotten and traffic returns to its normal levels.

This chart shows visits leading up to and following the Super Bowl in 2011 and 2012:

2011-2012 Super Bowl Graph

In 2012, more and more brands launched Super Bowl videos online before the game. The 2012 data in the graph above shows that traffic for advertisers peaked much earlier in the cycle prior to the Super Bowl. The week following the Super Bowl, however, saw a lower lift of 12% more page views versus 15% in 2011, and 12% more visits in 2012 versus 23% in 2011. These findings indicate that the previews were more likely to pull traffic forward than increase the overall impact. Clearly, optimizing the digital returns from Super Bowl advertising is still a work in progress.

Many advertising conversations revolve around the tradeoffs between digital and traditional advertising when in fact, the most powerful formula comes from the combination of them. As media companies expand their digital content and ad insertion capabilities, especially in the area of video and mobile, and as advertisers dial in the magic formula between online and offline media spend, it becomes increasingly clear that we can no longer think in terms of one versus the other. The marriage of digital and traditional media will become the ultimate solution and will drive unprecedented results.

Will Super Bowl advertisers be able to dial in the previews and extend the post-Super Bowl bump this year? Will they incorporate online and offline campaigns more effectively and improve the effectiveness of their Super Bowl ad spend? Will advertisers get their money’s worth? A lot of these questions will be topics of discussions after February 3rd.  In the meantime, we’d be interested in hearing your thoughts and predictions.

In Defense of Marketing

“You can’t prove advertising really works.”  “Marketing is all gut, there’s no science to it.”  “The marketing department is a cost center, not a revenue driver.”  As marketers, we’ve been hearing this for decades.  And even as new marketing channels and technologies have arrived on the scene – including many that savvy digital marketers see as game-changers – new doubts and stigmas have arrived with them.

There’s never been a better time to be a marketer.  That’s how I see it.  The creative tools we have at our disposal make it easier than ever to turn a great idea into something real.  New technology has given us new ways to connect with customers and measure the impact of our work. Marketing matters more than ever.

But not everyone is convinced.  According to a recent study by The Fournaise Marketing Group, more than 70% of CEOs believe marketers are too disconnected from business results.  The view from consumers isn’t much better.  A new study just released by Adobe shows 68% of those surveyed find online ads “annoying.”  “Distracting,” “invasive” and “creepy” were not far behind.  What’s more, a recent article making the rounds in marketing circles calls for the death of the CMO position because, among other reasons, “Marketing impact is often hard to measure… …to know whether all those millions of dollars spent have led to an increase in real sales.”

This is nonsense. And Adobe is calling BS.

Today, we launched a brand new marketing campaign we’re calling “Metrics, not myths.” Our approach is to identify top myths about digital marketing that plague brands, agencies, chief marketing officers and CEOs and turn them on their head — with irony, humor, a provocative point of view and proof.

Our first myth, “Marketing is BS” runs in The New York Times, Wall Street Journal and numerous online outlets today.  Other myths – like “Social Media is Worthless” and “Marketers Hate Big Data” – will roll out in the coming days and weeks. The whole campaign will be bolstered with a robust social campaign, some fun videos and more.

I hope you’ll pardon our French, but we want this campaign to be honest in capturing both the passion and genuine frustration marketers feel when their contributions are undervalued and they’re told the impact of their work isn’t measureable.  As a company that’s served marketers and designers for 30 years, Adobe feels their pain.  As a CMO who spends 74% of her own marketing budget on digital, I know better.  Marketing’s impact can be measured. Creativity and data can work beautifully together.  We’re willing to prove it.

Digital marketing can work.  More importantly – with so many eyeballs and so much opportunity moving online, to mobile, to social – digital marketing has to work.  As a career marketer, I feel strongly about this. If you agree, I hope you’ll join the conversation.  After all, there’s never been a better time to bust a few myths.  There’s never been a better time to be a marketer.

Ann Lewnes is Chief Marketing Officer at Adobe.  Follow her on Twitter at @alewnes

For More Information:

 


Adobe at Advertising Week 2012

Adobe made a splash last week at Adver­tis­ing Week in New York with our biggest presence yet. After spending five days with more than 80,000 atten­dees (brands, dig­i­tal agen­cies, marketers/advertisers, media com­pa­nies and more) we walked away having gained and shared insights into the future of adver­tis­ing. From our four panels, to networking with attendees at our Adver­tis­ing Week Expe­ri­ence (AWE) booth, a few things resonated with us:

  • Marketers need to connect creativity and data to effectively manage, measure and optimize digital ad campaigns across channels (search, display, social, mobile, video).
  • Silos need to come down and collaboration is mandatory among advertisers, publishers and marketers – from campaign creation to execution.
  • Social is a powerful force – and yes, a valuable channel for advertisers that can be measured, deliver strong ROI and ultimately help brands engage with their audiences (people like you and me).

Mobile opportunities are heating up – from advertising to digital publishing. More “clicks” and “views” are happening on smartphones and tablets so if brands want to reach consumers with their campaigns, a mobile strategy is a must. (Watch our video above about the mobile advertising opportunity).

Our own David Karnstedt, SVP of Media and Advertising Solutions, offered this perspective: “Data is the common currency across search, display and social. One must view this holistically to understand how they all work go together to maximize results. The path to conversion and how the channels all work together is key. It’s all about the media mix, and, as importantly, how one attributes the con­ver­sion to each medium.”

Who is stepping up as the leaders shaping the evolution of this fast-moving industry? Check out our blog posts from Advertising Week, including video interviews and clips from our panels, as well as info about updates to Adobe AdLens, our cloud-based, media optimization technology that manages search, display and social advertising as a unified campaign.

Hope to see you back in the Big Apple next fall for Advertising Week 2013!

 

Then & Now: Past Young Lions Competition Champions Discuss Creativity

It’s that time of the year again when creative minds gather to debate, learn and be inspired. This year’s Cannes Lions Festival is just around the corner, and we’re very excited to once again be sponsoring the Young Lions Competition.  With this year’s battle for creative supremacy still up in the air, we wanted to take a minute and reflect on last year’s competition winners.

As you may recall, it was the Canadian creative duo, Alex Newman and Patrice Pollack, who faced an intense 24-hour challenge in the ‘Cyber’ competition category and brought home the Gold. We caught up with the reigning champions to capture their very own “Why I Create” story and asked them for their thoughts on how the creative process has evolved and the role data plays – a hot topic that will be discussed at this year’s festival, including our panel, “Adobe: Is Data Killing Creativity?” Check out the full Q&A below and be sure to follow our social channels – Twitter, Facebook, and YouTube – closely for live updates from Cannes beginning June 17.

Adobe: Have you always been compelled to create? Was the instinct there from a young age of did this happen later in life?

Alex Newman: I’ve always been a person driven by imagination and creation. As a child, I’d spend the majority of my days in my bedroom with a floor covered in Lego pieces – I’d lose myself in my imagination for hours. As an undergraduate with a passion for drawing, I took up animation at Seneca College in Toronto. As I got older, my desire to create didn’t wane. Being admitted to the Ontario College of Art and Design in 2007, I studied advertising and supplemented my critical thinking courses with a heavy focus on motion graphics, interactivity and art.

Patrice Pollack: I’ve always been compelled to create. When I was little, I never wanted to play with dolls. All I wanted was Plasticine, construction paper and crayons.

What are your thoughts about how the creative process has changed in the past 50 years? What do you think are the differences between then (such as the 1960’s “Mad Men” style) and now?

Alex: I’m very new to the industry of advertising, but as a millennial I have an unusual perspective on the last 50 years of advertising. Mainly because, I’m part of this elusive target demographic that began shaking up the industry a decade ago. I find that more recently ad agencies have had to become very nimble, very quickly to respond to a fluid audience. With the emergence of technology and social media, there has been a paradigm shift in culture of how people absorb information. It’s no longer a passive experience as it was during the “Mad Men” era. For larger firms it’s been a particularly difficult transition. Like the Titanic heading for an iceberg, large agencies don’t turn on a dime. Shedding this 50 year old structure of mass advertising and embracing the new structure of mass conversation is essential for companies to reach the newly empowered consumer. Being a new employee at JWT, I see this agency in the process of metamorphosis, and a great opportunity to ride a wave of innovation. Personally, this is the most exciting time to be in advertising in the last 50 years.

Patrice: I think the fundamentals have stayed the same, but technology and the new media we have to play with have dramatically impacted the creative process. The sheer amount of advertising that is vying for our attention has also quadrupled, so agencies have had to think of new ways to get noticed – and that goes far beyond traditional advertising.

What are your thoughts on how creativity and marketing data have to work together? Page views, clicks and other metrics are a big part of the creative world – not just “why” but “how” ads are created today. Do “Mad Men” need to become more like “Math Men?”

Alex: The measurement of creativity is almost an oxymoron, yet in a business that relies on results, metrics are a crucial part of success. I find metrics in moderation are extremely helpful in gathering creative insights, but there does come a time when metrics can hinder the ability to think creatively. If the left side of the brain (linear thinking) has too much of a strangle hold on the right side (creative thinking), there is less room to ‘play’ with a thought.

 

Adobe Completes Acquisition of Efficient Frontier

Adobe-Efficient-FrontierToday, Adobe solutions are central to how digital marketing and advertising are created, managed, executed, measured and optimized. Our focus on market leadership in the digital marketing space has driven some dramatic changes at Adobe including the recent acquisition of Efficient Frontier, a leader in multi-channel and auction-based digital advertising optimization across search, display and social media.

With Efficient Frontier, Adobe delivers an industry-leading independent platform for digital ad buying to our customers. With this addition to our Digital Marketing Suite, we offer a more powerful solution for managing search, display and social media to better answer the needs of our customers. Even more importantly, we add the expertise of over 300 talented Efficient Frontier employees to our team.

The several key areas of technology and expertise Efficient Frontier brings to Adobe’s Digital Marketing Suite include; 1) leading portfolio optimization algorithms and platform for paid search, 2) real-time bidding technology for display advertising that is placing millions of dollars of bids today, 3) Context Optional, a social engagement platform that Efficient Frontier recently purchased that is managing content for major brands on both Facebook and Google+, and 4) the ability to forecast future returns and model media mix options to drive business results from multi-channel campaigns. These additions to our already strong offerings significantly advance our capabilities in the market and, in many cases, accelerate our existing roadmap to give our enterprise and agency customers new ways to manage digital marketing.

What this means for both Adobe and Efficient Frontier customers – the marketers behind some of the world’s largest brands – is new and better ways to understand, and make impactful business decisions around digital ad buying and engagement. Both Efficient Frontier and Adobe customers are making tremendous investments in advertising and must make complicated and real-time decisions about where, when and through which channels they will place ads.

We understand that the marketer is on the hook to report back to the CEO on return-on-investment and lessons learned from their choices and allocation of resources of any other marketing campaign. This is no small task. Our customers trust and expect Adobe to be the strategic partner to help them exceed their business goals. With Efficient Frontier, we continue to make customer-driven business decisions as we build a powerful and comprehensive digital marketing platform to drive business impact through the marketing department.

It’s clear through Adobe’s investment strategy and the $2.4 billion worth of acquisitions we have made since 2009, that we are committed to winning in Digital Marketing. The acquisition of Efficient Frontier joins a strong list of recently acquired businesses including Auditude, a video ad management leader, Day Software, a leader in web content management, digital asset management and social collaboration solutions, and Demdex, a powerful data management platform to power multi-channel strategies, among many others.

With these players as part of Adobe, we help our customers optimize multi-channel advertising spend, giving them the means to place the right ads and offers at the right time and place, and then identify high performing campaigns to replicate for best business results. Adobe’s Digital Media and Digital Marketing platforms continue to intersect with these recent acquisitions, providing increased value for our customers.

The completion of Adobe’s acquisition of Efficient Frontier is great news for both businesses, for our customers and for a fast-growing industry in need of breakaway leadership. With it, Adobe is poised to win.

-Brad Rencher, SVP & GM, Digital Marketing & David Karnstedt, VP & GM, Advertising, Digital Marketing

Adobe to Enable Better Digital Marketing Decisions with Efficient Frontier

The success of any marketing campaign boils down to choices decision-makers must make every day. From the most simple to the most complex, digital marketers have a myriad of decisions to make that have the potential to define, or in more dramatic cases, redefine best business practices. These decisions include two of the most essential indicators of marketing success:

1) Engaging with customers in a personal and authentic way
2) Driving real and measurable business impact

An area of marketing where this is most clear is digital advertising.

Digital advertising is like having a bunch of spinning toy tops to manage. Which one should be tended to first – search, display or social media? Which will provide the best bang for your advertising buck? How do you keep multiple channels going at the same time? The challenge of effectively managing online ad campaigns across multiple channels is one I have heard our customers complain about for years – one that is exacerbated by new, bright and shiny digital channels. Just take social media for example. According to an article yesterday in the Wall Street Journal, Facebook’s world-wide ad revenue alone is expected to hit $3.8 billion with its share of display ad revenue growing 16.3% in 2011 and 19.5% in 2012. (In case you haven’t heard, social media could be big.) And social media is just one of the dozens of channels the marketer must consider to keep their advertising campaigns humming along.

What’s more, marketers must take into account fundamental changes in the industry as ad budgets continue to shift rapidly to digital channels which are projected to be 26% of ad spend in 2016 according to Forrester Research. To justify and even accelerate this shift to digital, marketers must clearly understand and prove the business impact of their digital initiatives.

Taking the guesswork out of digital advertising is the task we enthusiastically tackle with today’s news of Adobe’s definitive agreement to acquire Efficient Frontier, a leader in optimizing multi-channel and auction-based digital advertising across search, display and social media. With Efficient Frontier, Adobe takes another step towards being the standard for the way marketers create, manage, execute, measure and optimize their marketing and advertising campaigns. Efficient Frontier technology will provide an automated, highly customizable, and algorithmically driven solution to help our customers make better, faster, and more informed decisions to drive effective advertising campaigns.

For our customers, this is nothing short of fantastic news. We are empowering the marketing team to optimize paid search, make informed social ad buying decisions, see the real ROI of social media channels through a social engagement platform from Context Optional, and harness the power of real-time bidding technology for display advertising. In the end, our customers will be able to standardize their digital advertising initiatives on our independent platform for digital ad buying and optimization – making the task of managing those spinning tops easier than ever.

I couldn’t be more excited to offer marketers this powerful solution for managing search, display and social media in today’s digital world. The Efficient Frontier team will be welcomed to the Adobe family as a key addition to the world-class team and help us continue to build on the strong technology stack that makes up our powerful Adobe Digital Marketing Suite and our customers will reap the benefits.

-Brad

New Project Adthenticate on Adobe Labs

After a steady period of in-house incubation and private pre-releases, we are pleased to open up Project Adthenticate to the wider online advertising community. This public beta, to help streamline the ad validation and trafficking process for creators and publishers, marks another step in Adobe’s renewed focus on advertising workflows.

I want to use this post to offer some insight into Project Adthenticate and how it came about. Several web media publishers had approached Adobe about friction in getting online advertising campaigns launched. Specifically, there were workflow issues between ad agencies and publishers on campaigns that involved premium inventory and rich media ad creative. As we spoke with various people in the online ad ecosystem, we heard different angles on the same core issue: advertising assets were not built to the appropriate asset specifications. Each side had a different reason for why the ads weren’t built with the correct specifications but the end result was the same — lots of churn between ad creators and publishers which resulted in delays, higher costs, make-goods and lost revenue.

So we put together a small team that conceptualized and implemented an ad validation service that aims to solve the problem of creating ads to the proper specifications needed across the online ad workflow. For online media publishers, the service enables ad operations teams to test advertising assets against their customized ad specifications. The validation service is unique in that it actually executes the content in a sand-boxed environment that captures CPU usage, memory, network requests and scripting commands. The results are then compared against what the publisher can allow for that ad format.

Web service APIs allow the Project Adthenticate service to be integrated into tools and technologies across the online ad workflow: from publisher-side ad servers to ad creation toolkits from rich media vendors and Adobe Creative Suite as well.

The Project Adthenticate public beta is available for the entire ad community to use at adobe.com/go/adops. We look forward to your feedback and to continue making online advertising workflows easier and efficient for the entire ad community.

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