Former Multi-Channel Advertising Technology from Efficient Frontier is Now Adobe AdLens

The @AdobeUK Team

July 18, 2012

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 We’re excited to announce that our multi-channel adver­tis­ing opti­miza­tion tech­nol­ogy acquired from Effi­cient Fron­tier has now been rebranded Adobe AdLens. This uni­fied solu­tion for opti­miz­ing search, social and dis­play adver­tis­ing has been enhanced with a new user inter­face inte­grated into the broader Adobe Dig­i­tal Mar­ket­ing Suite. AdLens also offers data inte­gra­tion with the Dig­i­tal Mar­ket­ing Suite to pro­vide cus­tomers with improved ad opti­miza­tion, accu­rate fore­cast­ing, and sim­ple deployment.

With the Dig­i­tal Mar­ket­ing Suite inte­gra­tion with AdLens, large data sets can be used for ad opti­miza­tion, cus­tom analy­sis and report­ing in real-time. Through ease of deploy­ment, AdLens cus­tomers can quickly real­ize ROI from adver­tis­ing opti­miza­tion with a com­pre­hen­sive view of their dig­i­tal adver­tis­ing spend. This native inte­gra­tion with real-time data will allow Dig­i­tal Mar­ket­ing Suite cus­tomers to rapidly deploy AdLens with min­i­mal effort and no man­ual inte­gra­tion or cum­ber­some data feeds.

Avail­able now, dig­i­tal mar­keters and adver­tis­ers using AdLens will ben­e­fit from these fea­tures and capabilities:

  • Uni­fied View of Multi-Channel Cam­paigns—See which chan­nels and cam­paigns are impact­ing key busi­ness met­rics, such as con­ver­sion and revenue.
  • Multi-Channel Strat­egy Exe­cu­tion from Uni­fied Inter­face—Cam­paign man­age­ment and opti­miza­tion for search, dis­play and social chan­nels. Appli­ca­tion pro­gram­ming inter­face inte­gra­tion with Baidu, Face­book, Google, LinkedIn, Yahoo, Bing and Yan­dex, as well as real-time bid­ding inte­gra­tion with lead­ing ad exchanges and supply-side platforms.
  • Flex­i­ble Attri­bu­tion Mod­els and Accu­rate Fore­cast­ing—Move from an over-reliance on “last-click” attri­bu­tion to flex­i­ble mod­els that can accu­rately fore­cast which chan­nel, or com­bi­na­tion of chan­nels, will deliver results for chang­ing goals and budgets.
  • Seam­less Work­flow from Insight to Action—Uniquely auto­mates opti­miza­tion, enabling mar­keters to pur­chase more of what is work­ing based on proven bid­ding mod­els and algo­rithms. Mar­keters still main­tain con­trol at every step of the process.
  • Updated User Inter­face—New UI pro­vides many capa­bil­i­ties famil­iar to search mar­keters, as well as break­through fea­tures such as inline edit­ing for quick changes, advanced fil­ter­ing for large adver­tis­ers with mil­lions of key­words, and auto­mated cus­tom labeling.

We’ll keep invest­ing in industry-leading work­flow and data visu­al­iza­tions to allow mar­keters to quickly drill into data across all online chan­nels to find unique insights and auto­mate action. AdLens will keep expand­ing with addi­tional func­tion­al­ity as well as inte­gra­tions with other prod­ucts in the Dig­i­tal Mar­ket­ing Suite so check it out and let us know what you think!

- Bill Mungo­van is the direc­tor of prod­uct man­age­ment & strat­egy, Adver­tis­ing Solu­tions, for Adobe’s Dig­i­tal Mar­ket­ing Business

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