Adobe Launches 'Experience Business' Software Wave

By Darryl K. Taft  |  Posted 2016-03-23 Print this article Print
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Other advancements to the Adobe Cloud Platform include updates to Adobe Exchange, which hosts hundreds of apps and integrations such as Microsoft Dynamics CRM, DemandBase, Acxiom, and BrightEdge. Adobe Exchange is a repository of plug-ins, extensions and other content for Adobe products that enables partners to extend the functionality of Adobe Marketing Cloud. More than 250 technology partners extend the functionality of Adobe's digital marketing tools, according to company officials.

Adobe also announced the launch of, a developer portal that enables developers to download the Adobe Marketing Cloud software development kit (SDK) and easily access application program interface (API) routines and protocols.

In addition, new Adobe Certified Metrics, built on the Adobe Cloud Platform and powered by Adobe Analytics, offer digital census data for more accurate measurement of digital audiences. Using Adobe Certified Metrics, marketers can get a view of total audience engagement across TV and digital to increase ad revenue opportunities. Cable networks, pay-TV service providers and digital publishers can use Adobe Certified Metrics to accurately measure audiences and monetize their content across all screens, including linear TV, DVR, video-on-demand, desktops, smartphones, tablets, game consoles and over-the-top connected devices, according to the company.

Also announced was the Adobe Marketing Cloud Device Co-op, a network that will enable companies to work together to identify consumers as they move from one digital device to another. The goal is to maintain privacy and transparency while empowering companies to deliver more personalized consumer experiences across devices and applications at massive scale.

"That's a pretty bold idea," Ross said. "The big question is whether they can get testers to participate."

"It's still very new and there are only a small number of companies participating in the co-op, yet it shows promise as a way for marketers to reconcile their audiences across a growing number of devices, get to more meaningful measures of marketing performance—i.e., people vs. devices—and better align marketing to audience behavior," noted Jennifer Polk, another analyst with Gartner.

The marketing clouds are focusing their efforts on building synchronized programs across all channels based on a foundation of data, said Jordan Cohen, CMO of Fluent, in an interview. "This enables marketers to map out endless versions of customer journeys."

"By housing all of the customer journey data from all channels under one roof, a marketer has a better shot of making these sophisticated journeys actually happen," Cohen told eWEEK. "At the moment, only the well-resourced marketing organizations are actually utilizing all of these features, while the rest are attempting to lay the groundwork to get there in a few years' time.

"But there is still a big place for 'point solutions,'" he added. "Every marketing cloud has a robust partner ecosystem of solutions that meet different needs that aren't owned by the marketing clouds themselves—yet. Most marketers would still prefer to work with an industry-best solution or at least the option that best suits their own internal needs and capabilities, and wouldn't be willing to sacrifice their comfort with various solutions in their existing marketing stacks just for the sake of helping the core marketing cloud provider keep everything in-house."


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