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September 18, 2015

Adobe unveils self-service programmatic ad platform

It provides full transparency into media costs, ad performance and revenue.

By CBR Staff Writer

Adobe has unveiled a new self-service programmatic ad platform for advertisers and media publishers using Adobe Marketing Cloud products.

The Adobe Media Optimizer powers the new platform, which lets advertisers control automated ad buying for search, display and social media across ad exchanges and media networks from Google, Facebook, Yahoo, and others.

The platform integrates with Adobe Analytics and Adobe Audience Manager, allowing advertisers to tap into data for refining and targeting granular audience segments.

Advertisers can use images, video and other assets from Adobe Creative Cloud for delivering the right content to the correct user.

Adobe said that the platform features dynamic creative optimisation, transparency and control, scale and performance optimisations, easy to use workflows and service options.

Adobe senior director of advertising solutions Justin Merickel said: "Transparency is key to success in the programmatic world as automation is rapidly defining the buying and selling of digital ads, but advertisers are demanding more real-time insight into campaign spend and ROI, which Adobe is delivering.

"With global programmatic ad spend expected to reach $53 billion by 20181, Adobe is the first company to integrate disparate technologies and deliver programmatic capabilities in a unified platform."

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The company has also announced its programmatic offering for media publishers.

Adobe Primetime provides media sellers maximum sell-through of video ad inventory and optimal prices across screens.

It facilitates direct, premium ad sales depending on real-time data. The new programmatic capabilities in Adobe Primetime are available as a beta.

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