Uplevel your performance and acquisition tactics with Adobe Advertising
As the digital marketing landscape continues to evolve, marketers are looking for ways to continue growing their businesses — often while dealing with channel-specific nuances and reduced data and budgets. Connected TV (CTV) historically operates in its own silo, leaving many marketers without the right insights to optimize incremental reach, convert customers, or measure alongside other channels. New walled gardens across platforms have fragmented consumption and further fractured effective optimization and reporting. And the proverbial cherry on top of these challenges is the onset of third-party cookie depreciation, which makes it more difficult to measure any impact.
Though these challenges are numerous, Adobe Advertising has several new products that will help marketers not only get the right data but optimize against it as well. We are excited to share new innovations across performance CTV, our Search, Social, and Commerce platform, and cookieless solutions.
CTV — updated planning through to optimization
A key component of driving business conversions is the ability to understand when and where audiences are most engaged with your creative in an ad break. One way Adobe Advertising is helping with this is through Ad Pod Support for CTV. With Ad Pod Support, advertisers will be able to use new signals for optimization including where in a pod — or ad break — the creative runs, pod duration, and more.
In addition to Ad Pods, Adobe Advertising customers can further enhance their CTV strategy with our new planning and optimization tools. The new CTV reach planner empowers advertisers to create plans and predict unique household reach and frequency outcomes. This helps advertisers understand the impact of premium publishers on leading indicators like reach and their holistic campaign strategy without spending additional dollars.
The Adobe generative AI-powered reach-based optimization enables advertisers to optimize their CTV campaigns more effectively towards household reach and performance efficiencies. Marketers tell our tool what drives their business, and our AI algorithms optimize their campaigns to those publishers and channels.
The last update to support performance CTV strategies is our Adobe Analytics for Advertising CTV integration. Through the bi-directional integration, advertisers can report CTV performance alongside their other marketing channels in Analytics, see the halo effect of CTV on those channels, and use the hundreds of signals from Analytics to better optimize their CTV campaigns.
Through these product updates, marketers will not have to consider CTV as a siloed channel but can instead use consistent data and insights to optimize CTV more effectively as part of a holistic strategy.
Search, Social, and Commerce — cracking open the walls
Search, Social, and Commerce helps brands connect and deliver performance efficiencies across more channels. Last year, Adobe Advertising announced an integration with Meta, and we are excited to continue bringing innovations with additional conversion uploads. With this feature, Adobe Advertising customers will be able to upload weighted objectives to optimize Meta campaigns as part of a portfolio. Additionally, these conversions will be visible in Adobe Analytics, providing advertisers with a single source of truth across their campaigns.
We are also beginning the roll out of a new user interface for the entire platform. The new look will simplify campaign setup — saving advertisers time and improving efficiency across their search, social, and commerce campaigns.
Cookieless — bringing in new identity solutions
Third-party cookies are finally being phased out and marketers are looking for ways to replace them. While there is no silver bullet for solving this challenge, Adobe Advertising is committed to providing advertisers with a variety of options to solve their unique challenges.
One of these solutions for prospecting and retargeting tactics is durable IDs. Adobe Advertising will now support advertisers through integrations with Unified ID 2.0 (UID2) and ID5 in addition to the existing RampID integration. With these IDs, marketers will be able to translate audiences seamlessly for programmatic activation either with direct ID integrations or through Adobe Real-Time CDP activations.
While marketers will still need to leverage multiple tactics to support their cookieless endeavors, IDs like UID2 and ID5 will help make it possible for marketers to continue to target known and unknown users.
Despite the changing ecosystem, marketers still need ways to grow their business and convert customers. Through these updates, Adobe Advertising is helping close the gap that marketers will feel in 2024.
To learn more about these updates check out the Adobe Advertising sessions at Summit.