Adobe Offers View Into Campaign Management with AdLens, Facebook Ad Exchange (FBX) Integration
Digital Marketers and agencies are always looking for a better way to capture and view all aspects of their online campaigns – across search, display and social media channels. Today, Adobe announced the latest release of its AdLens product that the company claims will directly address this need by providing a single platform to track all ad campaigns, nipping at the heels of companies like Promodity and the mobile enabled campaign management platform Motricity.
Adobe AdLens is a rebranded product, acquired earlier this year from Efficient Frontier, and snaps into the larger Adobe Digital Marketing Suite. According to Adobe, the latest release of AdLens will include improved audience targeting and enhanced social advertising capabilities. Here are some additional new features included in this updated version:
- Official access to Facebook Ad Exchange (FBX), allowing marketers to buy ads on Facebook via real-time bidding. This supplements AdLens’ existing real-time bidding infrastructure.
- Seamless data integration with Adobe SiteCatalyst and Adobe AudienceManager.
“Marketers have several challenges when it comes to allocating advertising dollars and showing ROI across channels,” said David Karnstedt, senior vice president of Media and Advertising Solutions at Adobe. “Now, with an unprecedented level of campaign analytics and insight across different media, Adobe AdLens enables marketers to accomplish more in less time by using the most comprehensive digital advertising platform available.”
One area of differentiation from competing platforms is what Adobe attributes to their predictive algorithms or “mathematical models to weigh risk and return across numerous events and scenarios.” According to Adobe, most other solutions on the market rely solely on a rules-based approach to campaign management, and thus, do not provide a real-time, actionable view into ad performance and analytics.
According to Mike Margolin, vice president, interactive marketing director at RPA, a leading independent advertising agency, “We’re excited Adobe AdLens now offers us native SiteCatalyst integration. Adobe is eliminating the need for cumbersome data transfers and this move strengthens the technology’s already powerful ad optimization capabilities.”
Last month, Adobe launched Adobe Social, a social marketing product aimed at tracking and measuring the influence of social media channels online beyond the soft metrics: Likes, comments and retweets. While competing platforms like Visible, and Radian6, acquired last year by Salesforce.com for $326 million, have done a great job carving a niche out for these types of social measurement technologies, only time will tell if Adobe may in fact be looking through a shortsighted lens in attempt to prematurely crowd out the market.
- Pingback from PPC Campaign Management - Increase Return On Investment | Affiliate Marketing | Niche Internet Marketing
Leave a Comment
- Six Mistakes You’re Making with Landing Pages
- Wired to Share: New Research from ShareThis and Digitas Reveals Important Insights into Digital Sharing Behavior of Moms
- Coverage of Microsoft’s Xbox Reveal Drives Spike in Adotas Readership
- Does Mobile Display Even Work? How Geo-Location and Cross-Platform Ads Will Change the Game
- Upcoming Event and Conference Calendar
An Interview with Jasper Mullarney, VP of Direct Response Advertising, AdknowledgeADOTAS — Industry Veteran Jasper Mullarney is Vice President of Direct Response for Adknowledge, the fourth-largest digital marketplace behind only [...] more...
- Six Mistakes You’re Making with Landing Pages May 22nd 2013 ADOTAS — Landing pages represent the tipping point for affiliate [...] more »
- Wired to Share: New Research from ShareThis and Digitas Reveals Important Insights into Digital Sharing Behavior of Moms May 22nd 2013 PALO ALTO, CALIF., May 22, 2013 (ADOTAS) – In one [...] more »
- Coverage of Microsoft’s Xbox Reveal Drives Spike in Adotas Readership May 22nd 2013 ADOTAS – Yesterday, just prior to Microsoft’s press conference introducing [...] more »
- Does Mobile Display Even Work? How Geo-Location and Cross-Platform Ads Will Change the Game May 22nd 2013 ADOTAS — The potential of mobile advertising is huge. And [...] more »
- Upcoming Event and Conference Calendar May 22nd 2013 ADOTAS – Here’s a snapshot of upcoming industry events. Further [...] more »
- From the Twitterverse: Gamers Hate On Xbox One May 21st 2013 ADOTAS – Microsoft has unveiled Xbox One, its next-generation entertainment [...] more »
- Brands & the Next Internet Wave: What You Need To Know May 21st 2013 ADOTAS – For brand managers and marketers, the Internet has [...] more »
- Six Mistakes You’re Making with Landing Pages May 22nd 2013
- Does Mobile Display Even Work? How Geo-Location and Cross-Platform Ads Will Change the Game May 22nd 2013
- Brands & the Next Internet Wave: What You Need To Know May 21st 2013
- Blogshare: Why Tumblr Will Make Yahoo Billions May 21st 2013
- Preview: What’s Happening at Internet Week New York 2013 May 20th 2013
- Client Relationship Manager
- Print and Web Manager
- SEO Marketing PPC Specialist
- Marketing Summer Internship at Clean-Tech Educatio
- Service Line Manager - Digital Media
- JamalK: Thanks for this Richard! I think its really difficult to make a case for how
- Coverage of Microsoft’s Xbox Reveal Drives Spike in Adotas Readership: [...] The live video post was the third most read article of the day, followed
- Coverage of Microsoft’s Xbox Reveal Drives Spike in Adotas Readership: [...] most popular article of the day was our live #XboxReveal Twitter feed, which ran
- Coverage of Microsoft’s Xbox Reveal Drives Spike in Adotas Readership: [...] live video post was the third most read article of the day, followed by