Adobe, Microsoft team up to share sales and marketing data

21 March, 2017, 14:07 | Author: Valerie Burke
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Comprised of Adobe Marketing Cloud, Adobe Advertising Cloud (see separate press release) and Adobe Analytics Cloud, Experience Cloud is built on the Adobe Cloud Platform. It now includes a Marketing Cloud, Advertising Cloud and Analytics Cloud, which is further topped off by Creative Cloud and Document Cloud integrations.

John Mellor, vice president of strategy for business development and marketing for 15,700-employee, $5.9 billion Adobe, surmised the restructuring and new enterprise technology advancements as the company's commitment to the "experience business wave".

Adobe has kicked off its annual summit in Las Vegas with the launch of two new cloud products, as well as a range of new capabilities for its cloud platform.

While the platform helps optimize spend across multiple channels, Adobe thinks it can also help optimize the ads themselves. These include L'Oréal, MGM, Ford, Johnson & Johnson, Kraft, Liberty Mutual, Nickelodeon, Allstate, and Southwest Airlines. It claims to manage the whole advertising journey - from search to traditional linear TV.

Adobe introduced new enhancements to its Adobe Cloud Platform, the underlying, cross-cloud architecture that unifies content and data.

Adding an Advertising Cloud that combines its existing Media Optimizer platform with the technology acquired a year ago from TubeMogul. Some observers within the ad tech industry think Adobe's acquisition of TubeMogul could spur Salesforce and Oracle into reactively buying more companies in the ad tech sector. It combines Audience Manager and Adobe Analytics to provide real-time audience management data across all Adobe clouds.

The sales and marketing software products by Adobe and Microsoft is going to give tough competition to similar products of Salesforce.com Inc and Oracle Corp offerings, the two firms said Monday. It combines capabilities from Adobe Media Optimizer and the acquired TubeMogul and is created to help users deliver video, display and search advertising. It will standardize how data is structured and vastly expedite the process of gaining insights from massive amounts of data. Marketers can now leverage Adobe Sensei's machine learning and artificial intelligence capabilities, first announced at Adobe MAX a year ago. "Together, we are delivering compelling and personalized experiences that will drive brand loyalty and growth".

Mellor called the Experience Cloud a "very unique, high-scale, high-throughput system purpose- built for enterprises to deliver experiences".

Executive vice president and general manager of digital marketing at Adobe, Brad Rencher says: "An exceptional experience is the most important step in a long-term relationship with a customer and requires deep intelligence and incredible design".

AdNews is attending the Adobe Summit as a guest of Adobe.

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