Observed Signal · Mar 27, 2018 · Technical Release · Source: OnlineMarketing.de · Impact: 3/5 · Sentiment: Positive
Adobe Advertising Cloud Becomes Creative
Adobe announced at its Summit 2018 that Adobe Advertising Cloud Creative, a new self-service platform, expands the existing Dynamic Creative Optimization (DCO) capabilities and tightens integration with the Adobe suite (Creative Cloud, Analytics Cloud, and Experience Manager). The goal is to remove silos between creative, data, and media teams, giving marketers direct control over ad design and faster creation of materials across sizes. Assets created in Adobe Creative Cloud become available in Advertising Cloud Creative, allowing on-the-fly edits and cross-size optimization without re-engaging agencies. The release also expands integration with Adobe Co-op for personalized audience targeting and a device-graph-based measurement across Connected TVs, PCs, smartphones, and tablets, plus enhanced attribution linking Advertising Cloud activity with Adobe Analytics sales data. Sensei-powered AI features are added to improve relevance and performance of search, display, and video across screens. Keith Eadie, VP & GM of Adobe Advertising Cloud, emphasizes breaking down barriers between creativity, data and media to tell better brand stories.
Major product enhancement in Adobe Advertising Cloud with Creative platform and deeper integrations across Adobe's suite.
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Key Takeaways & Evidence Grounding
- Adobe Advertising Cloud Creative is a new self-service platform expanding Dynamic Creative Optimization (DCO).
- It integrates with Adobe Creative Cloud, Adobe Analytics Cloud, and Adobe Experience Manager to unify creatives, data, and media.
- Assets created in Adobe Creative Cloud become available in Advertising Cloud Creative for cross-size display optimization.
- Integration with Adobe Co-op enables device-graph-based audience targeting across Connected TVs, PCs, smartphones and tablets.
- Sensei AI features are added to optimize relevance and performance of search, display, and video ads with attribution linked to Adobe Analytics sales data.
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