Adobe CEO Shantanu Narayen

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Five years ago, Adobe had big advertising ambitions. 

Adobe acquired $540 million for TubeMogul, a video adtech company that buys ads for brands programmatically and competed with Google, Amazon, The Trade Desk, and MediaMath.

At the time, Brad Rencher, then-EVP and general manager of Adobe’s digital experience business unit and a key player in the TubeMogul integration, promised the deal would create a “‘one-stop shop’ for video advertising, providing even more strategic value for our Adobe Marketing Cloud customers.”

The deal would set Adobe apart from other cloud giants including Salesforce and Oracle that invested in marketing tech but not the actual ad buying.

“Adobe, traditionally, has been known for having a marketing cloud that primarily helped advertisers measure interactions with their audience and data,” former TubeMogul CEO Brett Wilson told Insider in 2017. “Advertisers usually have totally separate media execution software. Adobe is the first marketing cloud to have a fully executable advertising layer, riding the gap between martech and adtech.”

But last summer, Adobe shut down a big part of its TubeMogul acquisition, closing its advanced TV business that sold linear TV ads and political advertising to advertisers. Adobe kept its self-serve advertising arm where marketers can buy …read more

Source:: Businessinsider – Tech


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