Results tagged “search”

Adobe Announces Updates to its AdLens Advertising Platform

Are you a digital marketer looking to get the biggest bang for your ad dollars and deliver campaign ROI? Well, this news is for you! Today, Adobe announced significant updates to Adobe AdLens (formerly known as Efficient Frontier), its cloud-based, fully integrated platform to manage and optimize search, display and social advertising as a unified campaign.

AdLens now offers seamless data integration with Adobe SiteCatalyst, delivering powerful ad optimization and forecasting for simple deployment to customers. Adobe is also expanding its display ad targeting and optimization capabilities through integration with its other cloud-based, digital marketing technologies. AdLens now includes Adobe AudienceManager as its central data management platform, as well as Adobe Dynamic Ad Targeting for specified audience segmentation to ensure ad campaigns reach the right people.

Additionally, building on its current Facebook Ads API integration with AdLens, Adobe, which has been designated a Strategic Preferred Marketing Developer (PMD), now has official access to the Facebook Exchange, which allows marketers to buy ads on Facebook via real-time bidding.

Check out the official news release and blog post from Adobe’s Bill Mungovan for more details on the latest AdLens features and how it benefits marketers.

 

Adobe Completes Acquisition of Efficient Frontier

Today, 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

But Can Search Engines Search Flash?

Yes. Yes they can. Right out of the box so to speak. Watch Jay Middleton and Damien Bianchi provide practical steps and best practices for optimizing Flash-based content for search engines. This is the first episode of 5. Click it to watch on Adobe TV. And you can go here to see the entire series.

SEO-ATV.jpg

About this blog

Adobe

Welcome to Adobe Featured Blogs, a one-stop information and conversation destination for virtually anyone interested in what's going on at Adobe. Here you'll find the latest company and product news from Adobe's multiple lines of business. We value your perspective and encourage comments that are on-topic and add value but that do not spam, denigrate or offend. Read more