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BARCELONA, Spain—Brands are expected to spend up to $43 billion on mar tech this year and as competition between vendors in the space heats up, Adobe has unveiled its latest wares after its $1.7 billion purchase of Magento.
The latest announcement comes soon after the revelation of its $4.75 billion purchase of Marketo, with updates to the Adobe Experience Cloud geared towards making “every moment shoppable” now that it has integrated the Magento Commerce Cloud.
Among the highlights of the new-look offering are payment partnerships with ecommerce giants Amazon, Google Merchant Center and PayPal, audience engagement features available through Magento’s Progressive Web Applications Studio and an easier to use content editor called PageBuilder.
Fundamentally this means the software giant can offer large enterprises and small-to-medium sized businesses a full suite of marketing services, including advertising, content personalization, measurement and now ecommerce capabilities, via the Adobe Experience Cloud.