Adobe unveils cross-device marketing, tie-up with ComScore

That opens the door for cross-device marketing from a centralized solution.

Adobe has launched a membership network for brands to share ideas about understanding their consumers, and delivering personalized experiences across devices at scale.

Today's digital marketing efforts focus on IP addresses and Internet cookies and have failed to establish authentic and intelligent connections with every consumer.

Discover New Customer Insights: With call intelligence in Adobe Analytics, including what's said in conversation, what Web pages are driving calls, and what campaigns are converting via the phone, marketers can discover new insights about what's working to drive customer engagement. The research found that nearly 90% of millennials switch devices when engaged in an online activity, while 66% of device owners find it irritating when content is not synchronised across their devices.

Adobe now has similar partnerships with both of the giants in TV and online video measurement, something that would seem to cause a little friction.

All co-op members are required to link to an Adobe-created centralized privacy tool to allow users to opt-out their devices.

Co-op members will give Adobe access to cryptographically hashed login IDs and HTTP header data, which Adobe says hides a consumer's identity. This new network will help the globally well-known brands to work in harmony in order to identify customers across various digital touch points. She searches for hotels on the Acme app on her tablet, arrival date May 1. Consumers will have privacy controls that exceed industry standards. "Visualizing customer behavior has always been at the heart of what we do, and our bi-directional Adobe integrations enable brands to analyze underperforming segments, fix leaky conversion funnels, and increase customer loyalty and lifetime value, to name a few examples".

"The challenge was connecting and integrating those APIs and enhancing them", said Mellor. The offering combines "Adobe's advertising, analytics, data management, ad campaign, and personalization engines with the video playback, ad insertion, and DRM capabilities of Adobe Primetime", says Jeremy Helfand, vice president of Adobe Primetime.

Asa Whillock, product manager, Adobe Marketing Cloud, said Adobe functions as a steward of data in the co-op and each member has a piece of the data puzzle. Adobe offers a unified approach in creating a direct relationship with the consumer.

Vidyard, the leading video marketing and video analytics platform for business, today announced a new suite of integrations with Adobe Marketing Cloud to help the companies' shared customers expand their use of video content and audience engagement analytics to attract, engage, qualify and convert more customers.

Adobe's Marketing Cloud Growth Partner of the Year award recognizes a top-performing partner for their success in driving joint opportunities, year-over-year growth, and commitment to technical innovation.

The company, which will outline its enhancements at its Summit conference in Las Vegas, is also pivoting the Marketing Cloud to focus more on customer experiences.

Source: Adobe unveils cross-device marketing, tie-up with ComScore