Adobe Advertising Cloud becomes "Creative"

Adobe Advertising Cloud Creative is a new self-service platform that significantly expands the Dynamic Creative Optimization (DCO) offering of Adobe Advertising Cloud and breaks down all silos between creative, data and media through direct integration with Adobe Creative Cloud, Adobe Analytics Cloud and Adobe Experience Manager. It gives marketers full control over basic ad design functions, such as copy and images for display ads, making it possible to introduce new advertising materials much faster and without having to completely restart the internal design process. Creative content created in Adobe Creative Cloud is automatically available in Adobe Advertising Cloud Creative. From there, marketers can target and optimize their display advertising across ad sizes and even make simple changes to ad formats without having to contact the agency or design department.

Breaking down walls between creativity, data and media

"We are tearing down the walls between creativity, data and media in a way that only Adobe can"says Keith Eadie, Vice President and GM of Adobe Advertising Cloud. "Too many marketers are still settling for simple display retargeting executions that annoy potential customers. To change that, we're making it easier than ever to tell well-crafted, sophisticated stories that create great experiences and get through to consumers who might otherwise ignore or block ads."Adobe Advertising Cloud is expanding its integration with Adobe Analytics Cloud. Adobe Co-op is now also integrated into the Adobe Advertising Cloud. Adobe Advertising Cloud customers can use the Co-op solution for personalized targeting, attribution and measurement of digital advertising on all connected TVs, computers, smartphones and tablets. Together, Adobe Advertising Cloud and the Co-op offer brands a trusted, independent device graph that works no matter where the ad is running. Other additions will help make advertising a more connected experience. These include seamless attribution measurement (the ability to link advertising bought through the Advertising Cloud to business outcomes such as sales measured by Adobe Analytics) and the ability to use brand metrics in the DSP to further optimize media buying decisions.

Artificial intelligence and machine learning

In addition, Adobe Advertising Cloud now includes features from Adobe Sensei, Adobe's artificial intelligence (AI) and machine learning framework, to optimize the relevance and performance of search, display and video advertising across all screens.