Cloud based services are now in demand as these are independent, transparent and pay-per-use services; so agencies and brands can plan, buy and optimize their global advertising from a single platform. Adobe is moving towards digitization and changing the world through integrating its media optimizer tools with technology and acquired TubeMogul in 2016 for $540 million.
According to Eadie, former CEO of TubeMogul most of the agencies and brands want to be in the association of those companies who offer them more transparent and independent platforms, where they can launch their ad campaign across several media like television, digital screen and out of home channel from one platform. During the annual Adobe Summit conference for customers in 2016, Adobe took the membership of “data co-op.” The idea behind being a part of data cooperative is to have shared data amongst similar retail segment businesses and build campaigns with more accurate content and personalized experience for their target customers.
Adobe marketing cloud is also known as experience cloud; it is a one-stop shop which gives complete marketing solutions to all businesses so that they can make more personalized campaigns and thereby impart amazing digital experiences that propel brand loyalty and growth of the company.
Using artificial intelligence and machine learning along with massive volumes of content and data assets, Adobe Sensei tackles most of the complex experience challenges today. As the intelligence layer in the Adobe Cloud Platform, it provides customers a unified AI and machine learning framework as well as intelligent services to help them work smarter and faster. Adobe Sensei already powers more than 100 intelligent capabilities including Intelligent Alerts, Automated Advertising Insights, Anomaly Detection and Lookalike Modeling, to help brands better understand and meet their customers’ needs.