Adobe Ad Cloud Advances The Personalisation Of TV Advertising

Adobe Ad Cloud has announced a new partnership with Flashtalking. The collaboration will make identity-based ad management and insights for advertisers possible.​ The partnership was created in response to the ever-growing issue of large media owners and technology platforms limiting data access for companies, while reducing the scope of their independent measurements.

Recently, Adobe released results from their independent survey of over 1,000 U.S. TV buyers and executives at brands and agencies, which revealed that: only 26 percent of brands strongly agree that their organisation is proficient in how it connects planning and execution for our TV advertising; that marketers still rank TV higher than most digital formats in the ability to build an emotional connection with a brand; and that less than one-third (28%) of brands have integrated digital audience data into their TV ad buys.

Adobe’s Blog states that: “The results corroborate what many in the industry already know: despite recent progress in extending automation and data-driven buying to TV, most TV buys are still planned and executed manually with limited targeting and measurement. And the stakes couldn’t be higher, as most marketers still believe that TV is unique in its ability to make emotional connections to consumers.”

The new partnership offers a welcome alternative to advertisers who expect transparency and unhindered optimisation when running their ad marketing campaigns. Therefore, for advertisers who value control over their own data, this partnership is a true and valid alternative to access and measure performance at a deeper level across direct and automated ad buys.

Through an integration and joint roadmap, the platforms promise to enable advertisers to analyse data on their own terms to an extremely detailed and personalised degree. The newly established partners have stated that they are committed to delivering value to their customers by addressing and resolving several important issues identified in their survey.

For example, by combining media exposure data in Flashtalking’s ad server to pre- and post-bid event data in Adobe Advertising Cloud’s DSP at a user-ID level, advertisers will now be able to push that data to a platform of their choice or allow deeper analysis within Flashtalking. Additionally, companies will also be granted the ability to map their customer journey across audiences, devices, and screens for a holistic view of user engagement.

Users will be guaranteed a seamless workflow to track and traffic both campaigns and data from Flashtalking’s ad server to Adobe Advertising Cloud’s DSP, and vice versa. They will also be able to overcome what was proven to be an overwhelmingly recurrent industry challenge, by ensuring tie ads bought to online and offline results will optimise media buys on an accurate cost basis.

Further, users will be able to analyse and maximise the de-duplicated reach of an advertiser’s target audience and manage global frequency across direct and automated ad buys — as well as being able to connect online engagement to offline conversions, including sales, store visits, and brand lift.

Advertising Cloud customers will be able to seamlessly activate Flashtalking’s pre-certified ad serving solutions; and similarly, Flashtalking customers will be able to easily activate Advertising Cloud’s Creative, Search and omni-channel DSP solutions.

“If brands can’t access data about who they are reaching, can’t own their own data and can’t have their ad buys independently verified then many of the advantages of working with advertising technology are reduced. That’s why the partnership between Flashtalking and top buying platform Adobe Advertising Cloud holds so much promise. For advertisers that value control of their own data and wish to separate media sales from delivery and measurement, this is a truly independent, robust and easy-to-integrate alternative.”
— Andy Pocock, SVP of Business Development at Flashtalking

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