Adobe Unveils New Capabilities Spanning Adobe Experience Cloud and Adobe Cloud Platform
Adobe has introduced new innovations across Adobe Experience Cloud, including advanced capabilities in Advertising Cloud, Marketing Cloud and Analytics Cloud. Adobe also announced technology enhancements to Adobe Cloud Platform, as well as a new customer enablement program designed to help customers to become the architects of digital transformation at their companies.
The product updates were announced at Adobe Summit in Las Vegas.
Adobe’s next generation Adobe Cloud Platform—the Experience System of Record—includes a new unified customer profile, Adobe Sensei services, and General Data Protection Regulation (GDPR) readiness. Adobe Cloud Platform enhancements will make it easier to unify data from disparate systems into an Experience Cloud Profile, enable data scientists and developers to better customize Adobe Sensei capabilities to suit their organizations’ needs, and speed the deployment of custom code and workflows.
In addition, Adobe Advertising Cloud, an end-to-end platform for managing advertising across traditional TV and digital formats, will now help bridge the divide between today’s creative and media professionals. Adobe’s new Advertising Cloud Creative is a self-serve platform that expands Adobe’s Dynamic Creative Optimization (DCO) helping marketers take control over basic design elements—including advertising copy and assets used in display ads—to allow for the rapid rollout of new messaging and design without the painful and expensive steps of re-trafficking or starting the design process from scratch. Creative assets that are designed in Adobe Creative Cloud will be automatically available in Adobe Advertising Cloud Creative, so marketers can edit, target and optimize personalized display advertising across ad sizes.
Adobe Analytics Cloud is a leading system of intelligence for the modern enterprise, integrating rich analytics capabilities with data management and audience syndication. At Adobe Summit, Adobe unveiled Adobe Analytics for streaming audio, giving brands a way to gain deep insights into online and offline audio, including understanding listening behaviors, streaming quality and monetization opportunities. Adobe also unveiled general availability of Adobe Experience Cloud Device Co-op, a core service of the Experience Cloud. Leveraging the power of Adobe Analytics Cloud and Adobe Sensei, the Device Co-op aggregates anonymous device data from participating Adobe customers, enabling individual brands to recognize actual consumers, not just devices, across digital touchpoints. All this is done while ensuring the highest level of privacy and transparency. More than 60 global brands have joined the Device Co-op so far, enabling them to reach over 300 million consumers across 1.8 billion devices in the U.S. and Canada.
With the latest release of Adobe Experience Manager, the company also unveiled new Adobe Sensei-powered content capabilities in Experience Manager including intelligent image discovery, allowing the tailoring of images for different screens and automated personalization of content. Additionally, native support of Experience Manager from within Creative Cloud applications unify creative and marketer workflows for the first time. Innovations in Adobe Campaign include a new creative designer to simplify email creation as well as email templates pre-built with Adobe’s Behance that marketers can leverage. Adobe also announced marketers and data scientists can now customize their algorithms in Adobe Target, unlocking the power of artificial intelligence for personalization.
And, finally, Adobe is introducing Adobe Experience League, a new customer enablement program that provides training materials, one-to-one support from experts, as well as the ability to connect with a community of fellow professionals to help customers get the most out of their Adobe Experience Cloud investment.