Adobe recently announced a new “self-service” technology that it claims is the industry’s most advanced programmatic ad platform for advertisers and media publishers leveraging fully integrated solutions in Adobe Marketing Cloud.
Powered by Adobe Media Optimizer, the platform aims to allow advertisers for the first time to take direct control of automated ad buying for search, display, and social media across ad exchanges and media networks from partners such as Facebook, Google, and Yahoo!, among others.
The new platform provides full transparency into media costs, ad performance, and revenue with a customer commitment to never arbitrage or hide fees.
“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,” said Stephan Beringer, CEO of the VivaKi Operating System (VOS), in a press release. “It’s increasingly difficult to track when, where, and how digital ads are performing, but marketers are demanding more accountability.”