Thought You Knew Adobe? Think Again!

The Adobe Summit has only been on for a few days in Vegas and already a myriad of new announcements, products and news have been flooding our inbox.

Here we’ve wrapped them up into a neat little package of everything you need to know so far.

Adobe partners with comScore

Adobe and analytics company comScore have teamed up to provide new insights into the media consumption across digital devices. This new partnership will deliver consistent, cross-device audience measurement of video and ad content, providing advanced insight into consumer viewing behaviours for better media planning and buying.

“With the world’s largest brands, including ten of the ten largest media companies relying on Adobe Marketing Cloud, Adobe is at the centre of audience measurement and in a unique position to help solve one of the industry’s greatest friction points,” said Jeremy Helfand, vice president, Adobe Primetime.

“This partnership will enable smarter buying and selling of advertising and establish the trust and credibility needed to support the convergence of linear and digital experiences.”

Adobe launches a cross-device, people-based marketing cloud offer

Cross-channel marketing has been a challenge for brands, so Adobe has unveiled the Adobe Marketing Cloud Device Co-Op, a network that will enable the world’s biggest brands to work together to better identify consumers across digital touch points while ensuring the highest level of privacy and transparency. The Co-op will empower participating brands to recognise their consumers so they can deliver more personalised experiences across devices and apps at massive scale.

Early measurements indicate that the Adobe Co-op could link up to 1.2 billion devices seen by Co-op members worldwide.

“The Adobe Marketing Cloud Device Co-op will enable brands to intelligently engage with their customers across all the different devices they are using,” said Brad Rencher, executive vice president and general manager, Digital Marketing at Adobe.

“By harnessing the power of the Co-op network, members can benefit from a truly open ecosystem and a massive pool of devices enabling them to turn yesterday’s device-based marketing into people-based marketing.”

“A granular understanding of customer identity is becoming the defining feature of digital marketing and advertising,” said Scott Denne, research analyst, 451 Research.

“Without first knowing the links among devices, marketers will come up short in their attempts to understand their customers and measure the reach and impact of campaigns. The Adobe Marketing Cloud Device Co-op will help marketers identify their consumers across digital touch points so they can deliver more personalized experiences across devices.”

Adobe redefines the TV experience

With TV becoming more and more fragmented, Adobe has announced an end-to-end offering with Adobe Primetime that extends the solution to help drive audience acquisition, engagement and monetisation across every screen and platform. The new offering delivers more personalised TV and ad experiences directly to consumers via mobile, laptops and connected devices such as Apple TV, Sony PlayStation, Roku and Microsoft Xbox.

With the integration of Adobe’s digital marketing tools, TV networks and pay-TV providers can more effectively package and sell subscription and advertising-based OTT services, offer highly engaging experiences and build audiences with more personalised content and advertising.

“TV networks and pay-TV providers are eager to capitalise on OTT, but need a comprehensive platform to effectively acquire, engage and monetize viewers,” said Jeremy Helfand, vice president, Adobe Primetime.

“By integrating Adobe’s advertising, analytics, data management, ad campaign and personalisation engines with the video playback, ad insertion and DRM capabilities of Adobe Primetime, media companies are transforming their businesses with more personalized and engaging viewing experiences across screens.”

Adobe Ups the ante on data science

There’s no shortage of data out there. Adobe recognises the importance of data scientists so has unveiled a series of new data science capabilities that further combine the creative aspect of human intelligence with the analytical power of data science.

The new algorithms in Adobe Marketing Cloud will further simplify the process of extracting insights from billions of data points. Over 41 trillion transactions per year including 4.1 trillion rich media requests allow Adobe to bring data science to life. Marketers can use these insights to make better business decisions, focus on creating standout content, and benefit from recommendations and predictions they didn’t even know existed.

“Data science in digital marketing is still young,” said Anil Kamath, Adobe Fellow, Data Science. “Our algorithms are about amplifying the great work of marketers and delivering amazing consumer experiences through personalization, targeting and segmentation.”

“Consumers today have endless online and offline options to engage with companies, so we knew that we had to transform our customer experience to fit that reality,” said Giles Richardson, head of analytics, Royal Bank of Scotland.

“The data science capabilities in Adobe Creative Cloud, Document Cloud, and Marketing Cloud amplify our business-wide Superstar DJ program that’s delighting our customers with real-time, hyper-personalised experiences from our call centres to our bank branches.”

Adobe Partner Ecosystem Shows Strong Momentum

Adobe has announced major advances to its global partner program, which now includes over 3,000 agencies, system integrators, and technology partners as well as hundreds of thousands of developers. The expanded Adobe Exchange program offers go-to-market services that allow third parties to integrate their technologies with Adobe Marketing Cloud, Creative Cloud and Document Cloud.

Over 250 technology partners now extend the functionality of Adobe’s digital marketing tools and showcase their solutions on Adobe Exchange.

These technologies offer further personalisation, analytics, and content delivery options, as well as integrations with ecommerce, social media, and advertising systems. The company also announced advancements to the Adobe Cloud Platform including Adobe I/O, a new unified developer portal adobe.io with an expanded set of services developers can access across all three Adobe clouds.

“The growth of our partner ecosystem has been enormous,” said Abhay Parasnis, executive vice president and chief technology officer at Adobe.

“Partner Day at Adobe Summit is now our largest partner event of the year. We expect over 950 global solution partners to join us, over 40 percent more than last year.”