More and more often, we hear marketers who work with multiple advertising-technology vendors, complaining about how difficult it is for them to reconcile disparate platforms and efficiently manage their ad-spend across channels. According to the latest Adobe Digital Insights (ADI) “Digital Advertising Report 2017,” 41 percent of marketers work with three or more media-buying platforms, three or more media-planning platforms, and three or more analytics platforms. All these platforms make it operationally challenging for advertisers to manage their audiences’ reaches, de-duplicate conversions in reporting, and efficiently plan their ad budgets across channels and devices.
Many advertisers are realizing that they need fully integrated, cross-channel, media-buying platforms as part of their ad-tech stacks — one platform to rule them all, with unparalleled access to all paid advertising channels.
Adobe Advertising Cloud — One Platform to Rule Them All.
Adobe Advertising Cloud is the first independent, end-to-end platform that unifies lower-funnel performance tactics, such as search and display, with upper-funnel brand tactics like video and TV.
Combining the capabilities of Adobe Media Optimizer with those of recently acquired TubeMogul — a leader in “The Forrester Wave™: Video Advertising Demand-Side Platforms, Q4 2015 Report” — Adobe Advertising Cloud was named a leader in “The Forrester Wave™: Omnichannel Demand-Side Platforms, Q2 2017 Report,” achieving the highest score possible in product strategy (5 out of 5) and the top score in digital-ecosystem footprint (4 out of 5) criteria.
The TubeMogul acquisition was pivotal in fulfilling Adobe’s vision for being the industry’s first omnichannel media-buying platform, as the report notes that “Adobe Advertising Cloud is the only vendor that has gained access to all paid advertising channels.”
Complete Integrated Stack for Delivering Ad Experiences Across Channels.
Adobe Advertising Cloud reaches audiences with dynamic creative that delivers personalized ad experiences to end users — regardless of where they consume content. The Adobe Advertising Cloud has a native integration with the Adobe Analytics Cloud, empowering marketers to activate audience segments from Adobe Audience Manager and Adobe Analytics as well as from more than 40 industry-leading, third-party data providers.
We are excited to see Adobe Advertising Cloud designated as a leader, and we believe this recognition further validates our position as the industry’s only end-to-end platform for full-funnel ad-buying.
To learn more, download the report The Forrester Wave™: Omnichannel Demand-Side Platforms, Q2 2017.