Adobe on Advertising
Today, our third quarter of the year closed, which always lends to a quick look back at what we have accomplished at Adobe. From that moment of reflection, looking at our advertising business over the past year and previous quarters, I wanted to highlight some of the significant moments that come to mind.
We’re approaching two years since the acquisition of Efficient Frontier and almost three since Demdex. These two events alone give Adobe both the largest Media Optimization solution in the market as well as the leading DMP (Audience Management) according to Forrester (more info). Over 400 global companies across industries now use our advertising platform across Search (Google, Bing/Yahoo etc.), Social (Facebook, Twitter, LinkedIn), and Display, all integrated with our Audience Management solution.
Aligned with the mountains of data captured for customers through Adobe Analytics and the rest of the Adobe Marketing Cloud, Adobe is building the most comprehensive set of advertising solutions and capabilities in the industry. Include Neolane and our development of delivery and optimization technology for video, we are excited to help advance innovation in the advertising industry. And, we remain focused on doing the right thing to help our customers manage their advertising programs. It’s just that simple.
Reiterating what we said before, we are not getting into the publishing or agency business; that’s not our role. In fact, many of our top partners are the largest global advertising agencies and most respected publishers. Rather, Adobe’s role is to develop technology and services to help our customers navigate the complex and competitive digital landscape. Through the creation and delivery of compelling customer experiences, our customers drive greater engagement with their customers and ultimately, greater return on ad spend.
As for our global customers and partners, they recognize the value that Adobe is creating. The Advertisers and Publishers along with their Agencies who use Adobe solutions are heavy hitters. Partners like Razorfish, Sapient, Liveramp, Moxie and Epsilon. They see our vision and help our mutual customers to understand the value of what Adobe brings to the table. Even more, direct customers like Lenovo, Conde Nast, Sony and Mastercard are leveraging the rich data available to help create, manage and optimize marketing programs, which include sophisticated advertising campaigns to transform and grow their businesses. With them, we are doing great things together and the future is bright. Stated simply, Adobe is deeply engaged in the advertising technology space spanning creative, delivery, and optimization.
For more information about Adobe Media Optimizer and the latest news, visit Adobe.