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Adobe launches a self-service programmatic advertising platform
Manuela Walfenzao| 21 de septiembre de 2015
Con Adobe Marketing Cloud los anunciantes pueden tomar control directo de la compra de publicidad automitazada
Adobe announced the launching of the most advanced technological platform for programmatic advertising. Advertisers and media publishers can achieve integrated solutions in Adobe Marketing Cloud and take direct control of the purchase automated ad buying for search, display and social media across ad exchanges and media networks. Adobe said that Google, Facebook, Yahoo, Rubicon Project and Index Exchange are among their media network partners. The platform seeks to provide “full transparency into media costs, ad performance and revenue” and will be integrated with Adobe´s analytics and audience manager”. Transparency is the key to success in the programmatic world, as automation is rapidly defining the buying and selling of digital ads” said Justin Merickel, Senior Director of Advertising Solutions at Adobe, in a press release. According to Adobe, global programmatic ad spend will reach $53 by 2018. The company is focused on integrating disparate technologies and offering programmatic capabilities in a unified platform. Adobe also announced its programmatic offering for media publishers, broadcasting networks and pay TV as a beta. Adobe Primetime offers media sellers the ability to sell their video ads through the diverse screens.
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