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.


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. 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. They have to take into account fun­da­men­tal changes as ad bud­gets con­tinue to shift rapidly to dig­i­tal chan­nels, which are pro­jected to be 35% of ad spend in 2016 accord­ing to For­rester Research.


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 whether it’s in adver­tis­ing, or 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.


Through our acqui­si­tion of Effi­cient Fron­tier and our recently announced acqui­si­tion of Audi­tude, a video ad man­age­ment leader, Adobe con­tin­ues to build a for­mi­da­ble tech­nol­ogy stack for stream­lin­ing processes and uncov­er­ing action­able insights to drive real busi­ness results. As a result, Adobe cus­tomers have more power to 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, GM, Adver­tis­ing for Dig­i­tal Marketing