Adobe Enhances Partner Program, Lands Demandware, comScore Deals
In other partner news, Adobe and Demandware announced a strategic partnership to combine Adobe's digital marketing and customer experience capabilities with the Demandware Commerce Cloud enterprise cloud commerce platform. The partnership is aimed at helping companies create richer, personalized experiences across all digital properties without relying heavily on IT resources, said Errol Denger, who leads Adobe's commerce program. "This is a classic example of two leaders in enterprise cloud technology coming together for the benefit for shared retailer customers," said Tom Griffin, senior vice president of corporate development at Demandware, in a blog post. "This empowers retailers to improve user experiences by merging compelling, relevant, contextual commerce engagements, made possible by Demandware, with highly branded experiences that have traditionally not been transactional." Moreover, by integrating Adobe's Marketing Cloud with the Demandware Commerce Cloud, marketers will be able to create and manage more engaging, personalized omnichannel shopping experiences, Denger said. "Brands will be able to optimize and personalize these shopping experiences in real time by testing content and experiences based on customers' behavioral data, purchase data and clickstream behavior," he said in a blog post. "Products are brought to life with Demandware's rich merchandising capabilities coupled with dynamic content and rich media, including zoom-and-pan product images, 360-degree spin, and shoppable videos. Together Adobe and Demandware are helping brands streamline the delivery of branded and personalized shopping experiences with dynamic content across any device, as well as measure the effectiveness of their commerce program."Through this partnership, comScore and Adobe will measure digital video content and ads on a variety of platforms, including TV, video on demand, smartphones, tablets, game consoles and over-the-top connected devices. This is exactly the kind of thing media companies, publishers, multichannel video programming distributors (MVPDs) and advertisers have been looking for—a way to get better, reliable metrics on media consumption. "Digital platforms are a key growth opportunity over the next decade and are already driving meaningful viewership for our services, including CBS All Access and CBSN," said Marc DeBevoise, executive vice president and general manager of CBS Digital Media at CBS Interactive, in a statement. "This partnership between comScore and Adobe gets the industry one step closer to unified cross-platform measurement, further validating the value of our audiences across screens and giving our advertisers the ability to deliver data-enhanced campaigns across devices." "We need to be able to show advertisers where our engaged multiscreen audiences are consuming content in order to effectively monetize our premium content everywhere," said Greg Dinsmore, director of Digital Insights and Cross-Platform Measurement at Rogers Communications, also in a statement.
In another partner move at the summit, Adobe and comScore announced a strategic partnership to provide new insights into digital media consumption. This new partnership will provide cross-device audience measurement of video and ad content so companies can better plan for media placement and other activities.