While personalisation has long been a cornerstone of paid media, executing it effectively has become more complex due to costly production cycles and expanding privacy regulations. There has also been a dramatic increase of creative innovation with generative AI that marketers are now expected to know and use.

To help marketers navigate this landscape, Adobe Advertising is launching the new and improved Adobe Advertising Creative, a native solution within Adobe Demand-Side Platform (DSP) that makes creative testing, experimentation and last-mile personalisation effortless for marketers.

Rewrite the creative playbook.

Traditional creative production is slow and costly, limiting brands’ ability to experiment and optimise at scale. With static assets requiring significant time and budget, many struggle to test multiple variations efficiently — hindering performance in fast-moving paid media environments.

At the same time, fragmented tools make it difficult for marketers to bridge the gap between creative personalisation and performance, forcing reliance on generic assets that fail to engage customers.

Generative AI offers a breakthrough by enabling on-brand content production at scale. But success requires more than just automation — it demands a strategic approach to media activation. By integrating real-time creative automation with their DSP, marketers gain the insights needed to optimise ad spend and maximise business outcomes. That’s where Adobe Advertising comes in.

Unlocking next-gen creative optimisation.

Advertising Creative builds on Adobe’s strength in dynamic creative optimisation and managing creative experiences for consumers. It combines these into a seamless workflow within the DSP to help marketers solve their next-gen creative optimisation problems in a unified platform experience. Advertising Creative ultimately helps marketers experiment with their on-brand creative at scale, serve personalised ads based on their marketing data and ensure creative assets drive more conversions across the open web.

Advertising Creative ingests creative fragments, product catalogues and on-brand assets that can be stored and organised to build dynamic ads customised for every step of the customer journey. Using our robust decision-tree models, marketers can tailor ads for different audience segments, layering targeting data from sources like Adobe Experience Cloud and third-party vendors.

In addition, marketers can perform feed- and catalogue-based ad creation natively within the DSP, unlocking the ability to generate thousands of personalised ads in real time — all within a single tag set-up. Ads can be dynamically adjusted based on geography, language, user attributes, product catalogues and more. One healthcare brand was able to save $275,000 in production costs and increase their website traffic by 55% using Adobe Advertising’s creative tools to ensure precise targeting and maximum relevance for its audience.

Adobe Advertising is committed to helping businesses create impactful advertising experiences across media channels. Advertising Creative enables marketers to move beyond basic clicks, leveraging AI-powered customised goals and Adobe Analytics to optimise real business outcomes. With the seamless Adobe Experience Manager Assets integration, creative professionals can take advantage of paid media optimisation while staying connected to their system of record for greater efficiency, consistency and impact.

Later this year, Advertising Creative will expand its native creative optimisation capabilities to support Adobe GenStudio for Performance Marketing. By linking generative AI-powered creative production with paid media activation, marketers can detect creative fatigue and trigger fresh asset generation — ensuring a steady flow of optimised content with minimal effort.

Key takeaways.

In an advertising landscape where speed and relevance define success, marketers who embrace creative optimisation in their paid media buys will gain a lasting competitive edge, drive stronger engagement and achieve better return on ad spend. Adobe Advertising delivers creative optimisation results through:

• Tools to experiment and customise ads tailored to the customer ad journey
• Native, dynamic creative optimisation capabilities to produce thousands of personalised ads in real time
• Support for Adobe GenStudio in 2025, providing an automated way to overlay last-mile personalisation and avoid creative fatigue in paid media

Learn how Adobe Advertising can help your business maximise ad engagement to boost advertising ROI with our new and improved creative tools.

Greg Collison is the head of product for Adobe Advertising. Collison is on a mission to transform advertising. Today, consumers engage with brands across a complex set of touchpoints and their expectations are sky-high. The status quo is no longer good enough. As the head of product for Adobe Advertising, Collison is passionate about helping brands adapt to the changing landscape and create meaningful customer experiences at scale.

In partnership with Adobe's Experience Platform, Adobe Advertising is making advertising more connected and more relevant than ever before. This means better customer experiences, better brand building and better business outcomes.