LAS VEGAS: Adobe, the technology firm, has launched a new platform called Advertising Cloud that it says will allow brands and advertisers to manage their spend across multiple channels.
Advertising Cloud made its debut at the annual Adobe Summit in Las Vegas and was promoted in a statement as the industry's first end-to-end platform for managing advertising across TV and digital formats.
It incorporates the capabilities of ad tech company TubeMogul, which Adobe acquired for $540m at the end of last year, as well as the functions offered by Adobe Media Optimizer (AMO).
These include AMO Search, a search management platform, AMO Demand Side Platform, which automates display, social, video and programmatic TV buying, and AMO Dynamic Creative Optimization, which is linked into Creative Cloud.
In effect, Advertising Cloud brings together all these capabilities into a single dashboard which will enable advertisers to plan, buy and measure their adspend.
"With Adobe Advertising Cloud, brands can centralise all advertising planning and buying through one trusted platform with full transparency into exactly where their ads appear and how effective they are at driving business results," said Brett Wilson, VP and General Manager, Advertising at Adobe.
"We are bridging longstanding media gaps – not just between TV and digital, but also between brand and performance advertising," he added.
Adobe also reported that Advertising Cloud already manages about $3.5bn in annualised adpsend on behalf of more than 1,000 global clients, including such leading names as Ford, Johnson & Johnson, Kraft and L'Oréal.
And the company stated that Advertising Cloud is the largest independent advertising platform, with transparent fees and no media mark-ups.
Commenting on the initiative, IDC Research Director Gerry Murray told CMO Australia that Adobe's Advertising Cloud would benefit brands aiming to bring some of their digital advertising in-house.
He added that it is likely to attract larger brands with big budgets "who have serious complaints about the transparency and performance of their outside agencies".
"With internal metrics they can do a much better job of understanding what they are being charged for, setting performance expectations, and deciding whether the agency margin is worth the value they are getting back," he said.
Data sourced from Adobe, CMO Australia; additional content by Warc staff