Adobe has unveiled a new algorithmic engine and advances in Adobe Marketing Cloud Audience Core Services to bring together the worlds of data-driven marketing and ad tech.
Programmatic ad buying continues to be a challenge for today’s advertisers, with too much focus placed on display ad bidding and multiple data vendors providing different buying methods and billing practices. By integrating programmatic buying natively, Adobe brings the marketplace to the marketer and enables consistent consumer experiences across channels and increased ROI. New Audience Core Services enable brands to connect massive audience and behavioral data from a broad range of sources, including CRM systems, websites and apps while a new set of algorithms lets them reach those audiences with paid media through Adobe Media Optimizer.
“We believe programmatic efforts to date are broken and focus simply on display ad bidding,” said John Mellor, vice president, digital marketing at Adobe. “Having a one-stop shop for all your targeting and data as well as transparency into technology pricing and media costs is a big step towards true programmatic. The ability to share audience segments across other Adobe Marketing Cloud Solutions brings that data to life across channels and ensures that audiences are seeing the same message no matter where marketers connect with them.”
Audience Core Services, Audience Marketplace
Audience Core Services lets marketers bring together CRM and behavioural data collected via websites, apps and IoT device engagements and mine an unparalleled set of customer profiles for unique behaviours based on specific attributes. Brands can use the functionality to deliver more personalised email campaigns, web and app content, social media engagements and more. And by integrating legacy CRM data from Salesforce, Oracle and SAP, Audience Core Services offer the most granular audience segmentation in the industry.
A new Audience Marketplace enables advertisers and publishers to evaluate and purchase anonymous third-party data to expand audience segments and bring them into Audience Manager. For example, audience data can now be shared between a hotel and travel company to better target a specific segment of travellers with an ad or other content. In addition, Adobe Marketing Cloud customers can buy, sell and share their anonymous first-party data, which allows brands to scale valuable audiences, identify partners for data sharing, and improve cross-channel customer engagement.
Advertisers and agencies can leverage audience segments within Adobe Marketing Cloud Audience Core Services with a click of a button and buy display, search and social ads at scale using a new self-serve UI within Adobe Media Optimizer. The programmatic approach, powered by a new algorithmic engine, removes inefficiencies from the system and lets brands and agencies manage the real-time bidding process directly across major ad exchanges with over one million queries per second. Ad audiences can also be shared across other Adobe Marketing Cloud solutions. This bi-directional sharing enables marketers to deliver more consistent and targeted experiences for prospects and existing customers.
Aussie coastal lifestyle brand SurfStitch has announced a bold repositioning with a new brand identity and campaign, “Ready for Everywhere”. Reflecting the brand’s commitment to inspiring people to embrace their lifestyle, whatever it may be, the strategic shift reflects a commitment to facilitating style that adapts to the life its customers lead across a broad […]
Man of Many has Announced Key Hires Amidst a Year of Extraordinary Achievement Lead image: Naman Singh & Alex Martinez Man of Many, recently crowned B&T media platform of the year, Australia’s premier men’s lifestyle digital publication. Announces the addition of two crucial members to its team – Naman Singh as SEO Content Specialist and […]
Australian property site realestate.com.au has announced the extension of its partnership with the Sydney Swans for two further seasons. Lead image: Tom Harley, Owen Wilson and Tom McCartin realestate.com.au has partnered with the Swans since 2016 and has called the back of the club’s iconic guernsey home since becoming a major partner in 2020. This […]
Leading independent media agency, Avenue C, is thrilled to announce the appointment of Paula Lopes as Digital Director. Paula, a seasoned professional with over 17 years experience in the media industry, joins Avenue C from her role as Chief Operations Manager of KINESSO (merger of Reprise, Matterkind, and Kinesso specialities).
oOh!media brought together more than 260 of its sales, operations, commercial, marketing, finance and leadership teams last week for its national annual revenue and growth conference. Held over two days at the picturesque Rydges Resort in Hunter Valley, the event ‘Fusing people and performance’ focussed on how to build a high-performance mindset and how it […]
Free TV has welcomed the federal government’s ongoing commitment to ensuring that all Australians can access their local free television services on connected TVs through the introduction of legislation to implement a prominence framework in coming days. Free TV CEO Bridget Fair (lead image) said: “Right now, Australian viewers are being steered in the direction […]
New-generation media agency 27 Degrees Media has been appointed to manage digital media for national tyre retailer Tyreright in one of its first Australian client signings. Lead Image: Loan Morris – 27 Degrees Media CEO Under the partnership, 27 Degrees Media will be responsible for all digital media strategy, planning and buying, along with influencer […]
Brisbane performance agency farsiight has announced the launch of its new market positioning, Growth for Good, in response to a changing business landscape, marking a departure from a “growth at all costs” mentality that has defined the industry in recent years. Agency founders and brother duo, Josh and Ben Somerville, envision Growth for Good as […]
Australia’s largest privately owned transit media supplier, GoTransit Media Group, now offers unprecedented options for transit advertising in Newcastle – on both land and sea following their successful tender to supply interior advertising inside the popular Stockton Ferries. The national transit media company is already well acquainted with the thriving NSW market, having successfully operated […]
Heritage and People’s Choice have launched People First Bank, the new name for positive change in banking Australia’s largest customer-owned bank has unveiled its new brand, announcing that Heritage and People’s Choice will be unified under the new name of People First Bank. Chairman Michael Cameron said the highly anticipated new brand offered a compelling […]
L’Oréal Groupe Australia and New Zealand have announced one of the largest investments to the Great Barrier Reef Foundation to pioneer new coral restoration efforts in the region. L’Oréal Groupe Australia and New Zealand have announced today a new partnership with the Great Barrier Reef Foundation (GBRF), to help coral reefs withstand the devastating impacts […]