Adobe unveiled a new integration between the company’s Marketing Cloud and Media Optimizer solutions that it said will enable users to gain insight into their target audiences to engage them through multiple channels. Deeper integration with its Adobe Analytics product also gives users access to buyer behavior data for personalization.
Adobe also announced that its Dynamic Creative Optimization (DCO) solution is now fully integrated across Adobe Marketing Cloud. The company said the integration will give advertisers the ability to leverage audience segments and personalize display advertising. It also enables them to incorporate content from Adobe Experience Manager Assets and other digital asset management systems.
Additional features provided in Adobe’s Media Optimizer include:
- New support for video ads, enabling brands to buy and optimize standard video on the Web and on platforms such as Facebook;
- New integrations with Adobe Analytics and its mobile services that provide a complete view of the customer’s mobile journey from app installation to usage behavior to conversions;
- The ability to leverage location information to adjust bids on search ad impressions; and
- Reporting enhancements that potentially help users better measure ad performance.
“Consumers’ expectations of online experiences continue to increase, with 85% of consumers stating they prefer ads that are tailored to their personal interests,” said Justin Merickel, VP of Digital Advertising at Adobe, in a statement. “The advancements in Adobe Media Optimizer and further integrations across Adobe Marketing Cloud give brands the confidence to deliver exceptional ad experiences across digital touch points.”
