Adobe Marketing Cloud Unites Data-driven Marketing and Ad Tech
At Adobe Summit, Adobe’s annual Digital Marketing conference in the U.S., Adobe unveiled a new algorithmic engine and advances in Adobe Marketing Cloud Audience Core Services to bring together the worlds of data-driven marketing and ad tech. Programmatic ad buying continues to be a challenge for today’s advertisers, with too much focus placed on display ad bidding and multiple data vendors providing different buying methods and billing practices. By integrating programmatic buying natively, Adobe brings the marketplace to the marketer and enables consistent consumer experiences across channels and increased ROI. New Audience Core Services enable brands to connect massive audience and behavioral data from a broad range of sources, including CRM systems, websites and apps while a new set of algorithms lets them reach those audiences with paid media through Adobe Media Optimizer.
“The connection of ad buying, dynamic creative and site-side optimization, all based on unified target audience segments and performance algorithms, is truly unique in the market and supports the Publicis Groupe’s Always-On solutions”
“We believe programmatic efforts to date are broken and focus simply on display ad bidding,” said John Mellor, vice president, Digital Marketing at Adobe. “Having a one-stop shop for all your targeting and data as well as transparency into technology pricing and media costs is a big step towards true programmatic. The ability to share audience segments across other Adobe Marketing Cloud Solutions brings that data to life across channels and ensures that audiences are seeing the same message no matter where marketers connect with them.”
Audience Core Services, Audience Marketplace
Audience Core Services lets marketers bring together CRM and behavioral data collected via websites, apps and IoT device engagements and mine an unparalleled set of customer profiles for unique behaviors based on specific attributes. Brands can use the functionality to deliver more personalized email campaigns, web and app content, social media engagements and more. And by integrating legacy CRM data from Salesforce, Oracle and SAP, Audience Core Services offer the most granular audience segmentation in the industry.
A new Audience Marketplace enables advertisers and publishers to evaluate and purchase anonymous third-party data to expand audience segments and bring them into Audience Manager. For example, audience data can now be shared between a hotel and travel company to better target a specific segment of travelers with an ad or other content. In addition, Adobe Marketing Cloud customers can buy, sell and share their anonymous first-party data, which allows brands to scale valuable audiences, identify partners for data sharing, and improve cross-channel customer engagement.
Advertisers and agencies can leverage audience segments within Adobe Marketing Cloud Audience Core Services with a click of a button and buy display, search and social ads at scale using a new self-serve UI within Adobe Media Optimizer. The programmatic approach, powered by a new algorithmic engine, removes inefficiencies from the system and lets brands and agencies manage the real-time bidding process directly across major ad exchanges with over one million queries per second. Ad audiences can also be shared across other Adobe Marketing Cloud solutions. This bi-directional sharing enables marketers to deliver more consistent and targeted experiences for prospects and existing customers.
Teradata Unveils its Digital Marketing Center: A Complete Hub for True Individualized Marketing
Single platform redefines personalization and ignites how brands engage consumers through individualized insights
Teradata Marketing Applications, a division of Teradata Corp. announced the global availability of Teradata Digital Marketing Center, a single platform where marketers can leverage individualized insights to create more intimate customer relationships across all digital channels.
Today’s customer expects a consistent and individualized experience across all digital touch-points, while modern marketers demand greater integration and a deeper understanding of the individual buyer. To meet these demands, Teradata is delivering a complete hub for digital marketing management and execution. Teradata Digital Marketing Center brings together a wide spectrum of digital marketing channels and data in one platform through a SaaS-based solution for email, mobile, social, web marketing, segmentation, advertising and analytics. With Teradata Digital Marketing Center, marketers can achieve a whole new level of brand engagement by connecting with customers via the right message at the right time through the right channel.
“Teradata’s digital marketing strategy prioritizes a marketer’s need to connect with individual customers. By unifying their brand’s digital, offline and in-store efforts, and powering them with individualized insights, marketers are able to focus on making customer relationships more engaging by making them more relevant – regardless of channel,” saidJim Sturm, president and CEO, Brierley + Partners, Inc., a globally recognized company in loyalty and CRM marketing.
According to Gartner, Inc., “a digital marketing hub provides marketers and applications with standardized access to audience profile data, content, workflow elements, messaging and common analytic functions for orchestrating and optimizing multichannel campaigns, conversations, experiences, and data collection across online and offline channels, both manually and programmatically. It typically includes a bundle of native marketing applications and capabilities, but it is extensible through published services with which certified partners can integrate.”(Source: Magic Quadrant for Digital Marketing Hubs,Gartner 12-14-2014, Messrs. Frank, Soforman and Kihn)
For individual consumers, today’s marketing experience is anything but individualized. Teradata Digital Marketing Center gives marketers the agility to reach individuals across paid, earned and owned channels, and to continuously maintain and deliver an integrated brand experience through those channels. The advantage to the Teradata Digital Marketing Center is data combined with a unified, cloud-based digital platform and analytics to move marketing beyond generic personalization to true, individualized insights. Plus, Teradata’s solution is complemented by a large and expanding partner ecosystem, and Teradata Interactive Services, to ensure marketers have everything they need to not just keep pace but get ahead in today’s fast-paced digital economy.
“Marketers know that to engage effectively in today’s digital world we must do a better job of understanding the behaviors and preferences of each individual customer and demonstrate that by adding value at every interaction point possible,” says Lisa Arthur, chief marketing officer, Teradata Marketing Applications. “For example, let’s say you buy something online. It’s the norm now to be haunted for the rest of the day, or week, or more, to buy the shoes you have already purchased wherever you go on the Web and throughout your social networks. This is customized marketing gone horribly wrong. It is annoying, and customers and marketers alike deserve better. Teradata Digital Marketing Center gives them precisely what they need to do more effective marketing across all digital channels.”
LiveRamp Partnership Provides Eyereturn Marketing with Access to Unified Audiences Across All Connected Devices
Eyereturn Marketing, a Buy Side platform (BSP), has integrated with LiveRamp, a provider of data onboarding services and an Acxiom company. This partnership will present marketers with an unparalleled view of users across connected devices and reveal insights into the path a customer takes to conversion.
Through the integration, Eyereturn’s leading BSP will use LiveRamp’s matching and device linking capabilities to more effectively prospect, target and retarget customers. “We will facilitate a more seamless ad experience for Eyereturn clients and unify marketing efforts across smartphone, tablet, laptop, desktop, and other connected devices,” said Renee Hill, President and Co-CEO of Eyereturn Marketing. “With robust engagement metrics Eyereturn can optimize delivery across devices to boost brand awareness, performance and conversions, all while protecting the anonymity of the customer.”
“Marketers are increasingly looking to understand cross-device purchase behavior and reach consumers across multiple devices,” said Auren Hoffman, CEO of LiveRamp. “Eyereturn clients can now benefit from cross-screen visibility of their customers, enabling better targeting, measurement, and 1-to-1 marketing.”
Lloydmedia, Inc is based in Markham, Ontario, Canada, and is a multi-platform media company which delivers a total audience of more than 100,000 readers across four national magazines, three industry directories, and a range of events and online marketing.