Babar Khan Javed
Mar 12, 2018

Adobe Advertising Cloud Search gets a facelift

A range of updates targeting user workflows introduces the human element of AI efficiency.

Adobe Advertising Cloud Search gets a facelift

Rolling out globally, Adobe Advertising Cloud Search has been updated with new features.

Managing roughly $3 billion in ad spend across 1,000 clients, the Adobe Advertising Cloud is powered by Adobe Sensei, an artificial intelligence and machine-learning framework that represents the core of the platform.

The updates to the platform include a new user interface with the intent of helping users with workflows while including time-saving features such as the ability to copy and paste data points directly from CRM filing sources, such as Excel.

“The digital advertising landscape has been booming in the Asia Pacific, with a significant surge in digital ad spend seen in the region in recent years," said Damon Scarr, head of Adobe advertising cloud sales, Asia Pacific.

In light of increasing digital investments, a high mobile penetration, and volumes of data and transactions, Scarr purports that the new Adobe Advertising Cloud Search features will help APAC advertisers simplify complex workflows and deliver optimisation for their campaigns in shorter times.

"Ultimately, what we’re doing with AI is helping advertisers drive the best possible performance, learn from massive amounts of data and make complex decisions in a constantly evolving marketplace," said Peter Kluge, group manager for the Adobe Advertising Cloud in a blog. "With Adobe’s unique access to data and audiences, Adobe Advertising Cloud Search powered by Adobe Sensei provides a combination for marketers that is unparalleled in the industry."

Advertisers and agencies will be able to use the updated system to drive real-time performance in campaigns by optimising and personalising content, with forecasting aiding search advertising.

According to Kluge, the platform gives advertisers total visibility into forecast models and their accuracy, with reports available for users to drill into click, cost and revenue models.

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