Adobe unveils programmatic offering, promises full transparency

Adobe launched a programmatic ad platform for advertisers and media publishers leveraging integrated solutions in Adobe Marketing Cloud.

Powered by Adobe Media Optimizer, the new “self-service” technology allows advertisers to take direct control of automated ad buying for search, display and social media across ad exchanges and media networks from partners such as Google, Facebook, Yahoo, Rubicon Project, Index Exchange, and more.

“Advertisers continue to struggle with the fragmentation of the programmatic ad buying process and the lack of transparency. This new platform provides full transparency into media costs, ad performance and revenue with a customer commitment to never arbitrage or hide fees,” it said in a statement.

The offering comes integrated with Adobe Analytics and Adobe Audience Manager.

In addition to making its programmatic platform available to advertisers today, Adobe also announced its programmatic offering for media publishers. Adobe Primetime, Adobe’s TV platform that helps broadcasters and pay TV service providers deliver and monetise TV experiences across screens, offers media sellers maximum sell-through of video ad inventory and optimal prices across screens.

The new programmatic capabilities in Adobe Primetime are available as a beta today.

“Transparency is key to success in the programmatic world as automation is rapidly defining the buying and selling of digital ads, but advertisers are demanding more real-time insight into campaign spend and ROI, which Adobe is delivering,” Justin Merickel, senior director of Advertising Solutions at Adobe said.

“With global programmatic ad spend expected to reach $53 billion by 2018, Adobe is addressing some major industry pain points with its programmatic platform from connecting technology and data siloes to solving for scalability and transparency across campaign channels,” Stephan Beringer, CEO of the VivaKi Operating System (VOS), said.

“It’s increasingly difficult to track when, where and how digital ads are performing, but marketers are demanding more accountability. We share Adobe’s commitment to programmatic transparency and visibility, and our Always On partnership has provided us with a meaningful opportunity to shape their roadmap and synchronize our efforts along these lines,” he added.