Adobe Media Opti­mizer, part of Adobe Mar­ket­ing Cloud, is our answer for dig­i­tal adver­tis­ers who want opti­mum point solu­tion capa­bil­i­ties asso­ci­ated with their paid social, search and dis­play busi­ness, as well as a broader paid plat­form that com­bines cross-channel opti­miza­tion with our entire Adobe Mar­ket­ing Cloud stack. Every two weeks, our team releases enhance­ments and new func­tion­al­ity to ensure par­ity com­pli­ance with our pub­lish­ing part­ners like Face­book, Twit­ter and LinkedIn. These updates also include new inno­v­a­tive fea­tures that align our point solu­tion capa­bil­i­ties within Media Opti­mizer with the entire Adobe Mar­ket­ing Cloud. 

Mov­ing for­ward with each release, I’ll be pro­vid­ing updates on what some of these enhance­ments mean and how our Media Opti­mizer cus­tomers can lever­age them to best man­age paid social adver­tis­ing efforts. Keep in mind that each release will have vari­abil­ity as Adobe oper­ates using agile prod­uct devel­op­ment method­ol­ogy. This means there might be more inno­va­tion within a spe­cific cat­e­gory one week from the next depend­ing upon the dif­fi­culty or sig­nif­i­cance of the update. Please share your feedback/questions via the com­ments sec­tion below or reach out to me on Twit­ter at @rebeccakw.

Here’s what we released today:

Mobile-ready enhance­ments and stream­lined Face­book Exchange Cam­paign use are our focus for this Media Opti­mizer release. 


  • Stream­lin­ing Ad Types: In June, Face­book announced that cer­tain Spon­sored Results ad types would be dep­re­cated. As a result, we’ve dis­abled these ad types since Face­book has also dis­abled them from their Ads API. This also includes the Offer Page Post (Online Only ver­sion) dis­able­ment, but we still have tar­get­ing capa­bil­i­ties asso­ci­ated with Facebook’s ONLINE + OFFLINE unit. 
  • Sim­pli­fy­ing for Mobile: We’ve also intro­duced Fea­ture Phone and Wi-Fi con­nec­tion tar­get­ing in our Bulk Ad Cre­ation capa­bil­ity, as well as Wire­less Car­rier Wi-Fi enable­ment. These are small updates with large impli­ca­tions as they ensure stream­lined mobile-targeting for non-Android or iOS devices, or those not on Wi-Fi networks. 

 Face­book Exchange (FBX)

  • News­feed FBX Retar­get­ing Now in BETA: We’ve enabled our FBX for news­feed capa­bil­ity, which now gives our cus­tomers deploy­ing FBX cam­paigns the added ben­e­fit of cre­at­ing and tar­get­ing cam­paigns for news­feed place­ment. This has been in the Alpha stage inter­nally for the last sev­eral weeks and has been moved to a BETA sta­tus with test­ing on Adobe campaigns. 
  • Eas­ier FBX Deploy­ment for our Display-Only Cus­tomers:With this release, we’ve enabled our display-only cus­tomers to cre­ate FBX cam­paigns with­out the need for their own Face­book account. We’re happy to make this new fea­ture avail­able to our cus­tomers, based on the need and cus­tomer requests.
  • World­wide Access: FBX cam­paign cre­ation, tar­get­ing, and man­age­ment are now avail­able to all of our global mar­kets, includ­ing the Asia-Pacific (APAC) region, based on cus­tomer feedback.


About Adobe Media Optimizer

Adobe Media Opti­mizer is the industry’s first fully inte­grated dig­i­tal adver­tis­ing plat­form that deliv­ers cross chan­nel ad man­age­ment and opti­miza­tion across search, dis­play and social media cam­paigns for peak return on invest­ment. The solu­tion deliv­ers more than 300 mil­lion monthly prospects and cus­tomers and is used by more than 400 global cus­tomers across indus­tries. Media Opti­mizer man­ages more than $2 bil­lion in annu­al­ized ad spend.