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