Adobe has released an updated version of its Adobe Media Optimizer which it said will drive a 25% bump in performance.
The refreshed Media Optimizer features new predictive modelling algorithms to forecast and optimize campaigns across search, social and display channels.
“Accurately predicting campaign performance across desktops and mobile platforms is imperative for optimal success in the programmatic ad market,” Justin Merickel, senior director of Advertising Solutions Adobe, said. ”Adobe Media Optimizer is the first solution in the industry to truly pioneer algorithmic optimization. By capitalizing on big data, customers can accurately predict campaign outcomes for maximum return on their investment.”
The “next –generation” predictive modeling algorithms uses big data to predict campaign performance and marketers can use campaign simulations and spend recommendations to automate budget allocations. Adobe also said it allows marketers to manage search marketing bids “on the fly” with criteria including geo-location and time of day.
It is integrated with Adobe Analytics, the Adobe Marketing Cloud and can identify new prospects and high-value customers to allow targeted messages.
Adobe has also added capabilities to its Adobe Analytics including access to live event data, predictive analytics a unified segment builder, mobile app analytics and Apple iBeacon support.
Bill Ingram, vice president of Adobe Analytics and Adobe Social, said: “Today’s news takes the power of Adobe Analytics to a new level, with predictive capabilities and mobile functionality that ensure marketers can maximize both impact and revenue."