The fruits of Adobe’s acquisition of Efficient Frontier last November reached full bloom Tuesday, as the rebranded Adobe AdLens cloud-based media-optimization technology added seamless data integration with the Adobe SiteCatalyst analytics and reporting system, as well as integration with audience-targeting data-management platform Adobe AudienceManager.
The incorporation of SiteCatalyst into AdLens will allow Adobe clients to use data sets for ad optimization, custom analysis, and real-time reporting.
And by integrating Adobe AdLens with Adobe AudienceManager, users can mine the latter’s data on high-value audience segments to fashion highly targeted ads in real-time, with AdLens offering access to all available inventory, including online videos and banners.
After being designated as a Facebook Strategic Preferred Marketing Developer last month, Adobe can also offer its users access to real-time ad-bidding platform Facebook Exchange, taking advantage of the real-time-bidding infrastructure of Adobe AdLens.
Adobe Senior Director of New Product Innovation Justin Merickel spoke with AllFacebook about what has happened since the Efficient Frontier acquisition was announced:
Efficient Frontier was rebranded as AdLens and integrated into the digital-marketing business unit at Adobe, with changes to its user interface to match the branding, look, and feel of Adobe.
AdLens deploys on top of the SiteCatalyst infrastructure, and granular data from the advertising side, AdLens, will flow into SiteCatalyst. It has been a big pain point historically for advertisers to have to rely on two systems with two different metrics. Reports will now match exactly.
With the AudienceManager integration, clients can integrate first-, second-, and third-party data and manage segmentation. The core of our targeting and audience-management system is now available within AdLens. AdLens is integrated with dynamic ad targeted — it assembles creative against those targets dynamically.
As a Facebook Strategic Preferred Marketing Developer and an official member of the Facebook Exchange program, AdLens is now integrated with that source of inventory and technology, and users can create real-time campaigns, capitalizing on our infrastructure. These are early days for us in Facebook Exchange. It is a very big source of additional social inventory that will bring value in social advertising programs for our client base.
Other advantages of the combination, as explained by Adobe:
- Unified view of media campaigns: Users can see which media campaigns are impacting key business metrics, such as conversion and revenue, with the company’s seamless integration ensuring that reporting is consistent throughout AdLens and SiteCatalyst.
- New dashboard and data visualizations: Adobe’s new user interface provides quick access to features such as inline editing, advanced filtering, and automated custom labeling.
- Optimize multiple media from unified interface: Users can take advantage of campaign-management and optimization features via application-programming-interface integration with Facebook, Google, LinkedIn, Yahoo, Bing, Baidu, and Yandex, as well as leading ad exchanges and supply-side platforms.
- Flexible attribution models and accurate forecasting: Users can forecast which channel, or combination of channels, will yield results to match changing goals and budgets.
- Seamless work flow from insight to action: Adobe clients can purchase more of the ads that are working, based on proven bidding models and algorithms, while still maintaining control at every step of the process.
And Adobe Director of Campaign Management Bill Mungovan wrote in a blog post:
With this integration, all conversion events (e.g. registrations, subscriptions, orders) tracked by the SiteCatalyst analytics tool are available in the AdLens platform, as well. In addition to the conversion events, AdLens has access to “micro-conversion” metrics like bounce rate, time spent on site, page views, cart abandonment, and much more at the individual click level for all ads. Any new metrics tracked within SiteCatalyst will also be automatically available for reporting and optimization in AdLens.
Additionally, for an advertiser currently using SiteCatalyst, there is no additional work required at the advertiser’s end for AdLens to track conversions. No calling up the analytics pro and having them set up and maintain a data feed, no calling Adobe Client Care when there are problems with that data feed. Advertisers using our native integration don’t have to do anything at all.
We are also passing data back into SiteCatalyst so detailed that keyword-level reports can be run from either AdLens or SiteCatalyst. For thousands of SiteCatalyst clients around the world who depend on it to be their “single version of the truth,” this bidirectional connection is critical and unique in the marketplace.
Marketers want the biggest bang for their ad bucks, but the question remains, “Am I reaching the right audience with my ad campaign?” Given all of the ads online today and competition for prime ad placement, reaching the right audience with targeted campaigns has never been more important. AdLens — through integration with other Adobe cloud-based digital marketing technologies, including Adobe AudienceManager and Adobe Dynamic Ad Targeting — gives marketers the ability to expand display ad targeting and optimization across ad distribution platforms. AudienceManager allows marketers to identify, quantify, and create high-value audience segments to deliver successful ad campaigns with custom creative directed at the people who matter most in given demographics. And with Adobe Dynamic Ad Targeting within AdLens, advertisers can deliver these targeted ads in real-time based on the behavior of segments created in AudienceManager. The end result is improved ad engagement and conversions that drive the return on investment marketers need to justify their ad budgets — thanks to AdLens’ access to all major display inventory sources.