Retail mar­keters are some of the most sophis­ti­cated adver­tis­ers on the planet and com­pe­ti­tion in the indus­try is tougher than ever. Accord­ing to eMar­keter, online retail spend was $262 bil­lion in the US alone in 2013. There is a lot at stake and a retailer with­out a com­pet­i­tive advan­tage doesn’t stand a chance.

This is why Adobe Media Opti­mizer is now offer­ing retail­ers the abil­ity to align feed man­age­ment with our proven cam­paign man­age­ment solu­tion to deliver the most com­pre­hen­sive retail mar­ket­ing solu­tion in the mar­ket. Adobe offers this by part­ner­ing with two lead­ing feed man­age­ment solu­tions  Prod­uct­sup and Ver­saFeed.

The DNA of a retail pro­gram is the prod­uct data­base, which dri­ves the adver­tis­ing cam­paigns. Typ­i­cally, the mer­chant has sep­a­rate rela­tion­ships with a feed man­age­ment and a cam­paign man­age­ment part­ner – sep­a­rate con­tacts, con­tracts and pric­ing. The sit­u­a­tion often leads to higher costs due to sep­a­rate report­ing and variations.

Part­ner­ing with robust feed man­age­ment providers like Prod­uct­sup and Ver­saFeed allows Adobe Media Opti­mizer to solve the com­mon oper­a­tional and tac­ti­cal headaches that come with adver­tis­ers need­ing to part­ner with two sep­a­rate enti­ties for Prod­uct Ad man­age­ment – over­head man­ag­ing dual con­tracts, merg­ing con­flict­ing attri­bu­tion frame­works and fail­ing to opti­mize both the feed and the ad sides of the equa­tion are all solved for with this new part­ner pro­gram. Adobe Media Opti­mizer has already proven itself to be the best bid­ding plat­form in the indus­try and this new closed loop Prod­uct Ad offer­ing is some­thing we’re very excited to offer our customers,” says Justin Mer­ickel, senior direc­tor of Media Optimizer.

Now retail­ers have the abil­ity to stream­line their feed and cam­paign man­age­ment across search, prod­uct ads, dis­play and social ads (com­ing soon) with either of our partners.

We are excited about the strate­gic part­ner­ship with Adobe’s Media Opti­mizer team,” says Markus Rottmaier, Productsup’s SVP global devel­op­ment and partnerships. “In this increas­ingly com­pet­i­tive land­scape, our objec­tive was always to take out the com­plex­ity of the topic of data feed management. With Adobe Media Opti­mizer and the prod​uct​sup​.io plat­form, brands and retail­ers now get access to both cam­paign and feed man­age­ment in order to uti­lize the full poten­tial of data dri­ven ad cam­paigns in one sin­gle con­tract and price. This joint prod­uct offer­ing enables brands and retail­ers to man­age and opti­mize their data dri­ven ad for­mats (sup­ported by prod­uct data feeds) in the most effi­cient and intu­itive way.”

Com­pe­ti­tion is tough and retail mar­keters need every advan­tage. Adobe Media Opti­mizer can help meet those demands through the inte­gra­tion of gran­u­lar engage­ment data from Adobe Ana­lyt­ics. This inte­gra­tion dri­ves a sig­nif­i­cant lift in ROI and a uni­fied feed man­age­ment solu­tion to stream­line cam­paign cre­ation and man­age­ment with our partners.

Ver­saFeed is tremen­dously excited to offer opti­mized prod­uct feeds with Adobe Media Optimizer’s bid­ding and cam­paign man­age­ment tools. Merg­ing these two tech­nolo­gies allows mer­chants to seam­lessly deploy on Google Shop­ping and sim­i­lar plat­forms with expert guid­ance and tech­nol­ogy to ensure max­i­mum visibility,” says John Kleven, Ver­saFeed CEO.

For more infor­ma­tion on the retail opti­miza­tion capa­bil­ity, visit Adobe​.com.