Adobe Enhances Partner Program, Lands Demandware, comScore Deals

Adobe beefs up its partner program, which includes more than 3,000 agencies, system integrators and technology partners.

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LAS VEGAS—Adobe announced an expansion of its global partner program, adding major new partners and enhancing the Adobe Exchange program.

At its Adobe Summit 2016 event here, Adobe boasted that its partner ecosystem now includes more than 3,000 agencies, system integrators and technology partners, as well as hundreds of thousands of developers. Its Partner Day, held annually at the Adobe Summit, is now the company's largest partner event of the year, said Abhay Parasnis, executive vice president and chief technology officer at Adobe.

To facilitate partner involvement in the Adobe ecosystem, the company expanded Adobe Exchange, its marketplace for add-ons and extensions. The program offers go-to-market services for third parties to integrate their technologies with Adobe Marketing Cloud, Creative Cloud and Document Cloud. It includes integrations with technologies such as Microsoft Dynamics CRM, DemandBase, Acxiom and Brightedge.

Updates to the Adobe Exchange include a new opt-in partner program that provides support for activities such as enablement, marketing and sales engagement. Adobe also introduced a new developer portal,, which features a set of services developers can access across all three Adobe clouds. The developer portal provides access to APIs, developer documentation, and Adobe's Creative and Mobile SDKs. Adobe also added a new user interface and notifications for Adobe Marketing Cloud to improve workflows and collaboration functionality.

And more than 250 technology partners now extend the functionality of Adobe's digital marketing tools and showcase their solutions on Adobe Exchange, Parasnis said. Customers are now activating more than 1,000 new partner integrations with Adobe Marketing Cloud per quarter as they extend the reach of Adobe's digital marketing solutions, he added.

Through the exchange, Adobe's partners are delivering personalization and analytics solutions as well as e-commerce, social media and advertising systems, among other offerings.

"The growth of our partner ecosystem has been enormous," Parasnis said in a statement. He noted that more than 950 partners attended Adobe's Partner Day event this year, an increase of more than 40 percent over last year.

At Partner Day, Adobe also recognized its top partners for 2015. The winners were Accenture Interactive, 2015 Marketing Cloud Partner of the Year, Americas; Rosetta, a Razorfish company, 2015 Marketing Cloud Growth Partner of the Year; R2i, 2015 Marketing Cloud Mid-Market Partner of the Year, Americas; and Clicktale, 2015 Marketing Cloud Innovation Partner of the Year, Americas.

Speaking about Adobe's moves at the summit, Chris Chodnicki, co-founder and executive director of strategic partnerships at R2i, a Baltimore-based full-service, independent marketing agency, said, "I think one of the most innovative new features Adobe announced today is the Adobe Marketing Cloud Device Co-op that will link devices across a shared network of large brands. The ability to leverage real-time data passed through the network and along with information about the consumer's personal device is well beyond the levels of personalization being provided with many of today's technologies."