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For a new ad campaign dropping today, Adobe Systems placed all its eggs in the programmatic basket. In doing so, the software giant wants to illustrate its belief that such automated buying processes will soon become the only way to effectively place ads.
“It is our first 100 percent programmatic campaign,” Alex Amado, Adobe vp of experience marketing, told Adweek. “It sends a message to the industry that programmatic has really grown up.”
Amado said Adobe has always relied heavily on digital to place ads, but today marks the first time an entire campaign has been distributed programmatically across all channels, including online, social, mobile and television.
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