Adobe elevates engagement for brands via Adobe Experience Cloud
TBR estimates technology investments (not including ad spend) to support digital advertising and marketing functions will grow from $70 billion in 2017 to $200 billion by 2021. To address these markets, at Adobe Summit 2017 in March Adobe unveiled Adobe Experience Cloud, which houses three distinct cloud solutions — Adobe Marketing Cloud, Adobe Advertising Cloud and Adobe Analytics Cloud — largely based on its existing capabilities. This move highlights business opportunities in separate advertising and marketing segments, as well as the underlying data that flows between advertising technology (ad tech) and marketing technology. Adobe’s move to decouple Adobe Media Optimizer (AMO) from Adobe Marketing Cloud en route to unveiling a dedicated advertising cloud signifies the strategic role TubeMogul will play in capturing ad tech revenue opportunities in the $210 billion digital advertising industry. Programmatic platforms such as AMO generate revenue based on the value of advertising spend managed, with tech fees ranging from 10% to 20%. Additional fees may come from advanced analytics, such as attribution or cross-screen planning.