Adobe Media Optimizer: Display Overview
Global programmatic media buying,
­management and optimization
Reach your most valuable audiences to drive conversions
Adobe’s global programmatic platform automates the targeting, buying, assembly
and delivery of ads through easy to use workflows with complete transparency.
Adobe’s technology, including dynamic creative optimization and audience management, enable an advertiser to target and deliver integrated ad experiences across
channels and devices from the ad units through to the landing page. Customers or
agencies can choose service level options to meet their support needs and goals.
“We have seen a 106
percent lift in return on
display ad spend with
Adobe Media Optimizer
compared to our previous
display advertising
vendor, resulting in greater
revenues.”
Latanya Hodges, Sr. Interactive
Marketing Manager, Redbox
Display advertisers and agencies want to reach their high-value audiences in real time across the web
and mobile devices. Media Optimizer offers global real time bidding technology and impression level
decisioning capabilities, cross channel insights and attribution reporting, unique performance
optimization and planning tools, and integrations with the top ad exchanges – all help an advertiser
meet their display performance and reach objections. Also, the integration with the Adobe Marketing
Cloud offers unique engagement data metrics for better optimization as well as easy access to existing
audience profiles, universal tag management and creative asset sharing.
Business Challenges
Advertisers face inefficiencies due to disparate technology systems for display ad targeting and digital
marketing, audience management, site analytics, and attribution reporting. Their systems often don’t
seamlessly work together in order to share data or audiences which make it difficult to access rich
analytics data for audience targeting, delivering a consistent message across channels and having
visibility into attribution and path to conversion.
Advertisers continue to struggle with the lack of transparency in the display ad buying process and
don’t have the proper optimization and planning tools to meet their complex campaign requirements.
Solution
Media Optimizer is leveraging the vast capabilities of the Adobe Marketing Cloud to meet the demands
of advertisers. Connecting Adobe Marketing Cloud audiences and data management, dynamic creative
optimization, tag management, and site side optimization with programmatic ad buying via Media
Optimizer to create a unified programmatic platform. Adobe Marketing Cloud audiences (Adobe
Analytics, Audience Manager) inform dynamic creative ad experiences for deeper personalization. The
integration with Adobe Analytics gives display advertisers deeper insights into view and click-based
conversion activities and seamless access to rich 1st party audience segments for targeting across the
web in display. Media Optimizer is a cross channel ad platform that optimizes for an advertisers
objective across display, search, and social channels, with cross channel insights like attribution and
path to conversion reporting for visibility into which campaigns and channels are driving conversions.
Pricing is completely transparent—advertisers know exactly what they are paying for media versus the
technology and service costs. AMO offers unique planning and performance optimization tools for
agencies and advertisers to more efficiently manage their display campaigns. From simulations and ad
spend recommendations to the ability to set multiple weighted campaign objectives, AMO helps
agencies and advertisers to reduce time spent managing and optimizing campaigns, and to get better
insights and performance for their display campaigns.
“The AMO platform allows
us to better define the
target audiences and
deliver more relevant
targeted messages, and
as a result drive better
performance.”
“The insights we are
getting by running
multiple channels (display,
search, and social) in
Adobe Media Optimizer
are extremely valuable
to us for optimizing
performance and budgets.”
Nurullo Makhmudov, Director,
Online User Experience and
Strategic Initiatives
Benefits
• Save time with easy to use campaign management workflows with self-serve or managed
service options to meet an agency or brands needs.
• Drive conversions by reaching retargeting and other high-value audiences across the web in
real time at scale via top inventory sources (Google Ad Exchange, Facebook, etc.).
• Increase performance and better meet objectives using unique optimizations (multiple
weighted campaign objectives supported) and planning tools (simulations, ad spend recommendations).
• Transparent pricing model and reporting allows you to better manage to your marketing ROI
objectives with full visibility into media costs, fees and where the ad runs.
• Monitor and optimize for ad viewability, brand safety and anti-fraud through pre-bid decisioning and post campaign reporting via ad verification partners.
• Cross channel (display, search, social, video) insights and optimizations with attribution and
path to conversion reporting.
• Access to Adobe Marketing Cloud data and audiences for targeting
• Get view of display (view and click based) and digital marketing conversion activity (display,
search, social, video, DCO) in Analytics*
• Optimize display campaigns leveraging Analytics conversion and engagement metrics
• Deliver an integrated digital experiences from your display ad to your website, and across
digital channels with the Adobe Marketing Cloud.
• Reach granular audiences with flexible ad creative that is personalized in real time to drive user
engagement, conversions and integrated experiences using dynamic creative optimization.
In-context multi-dimensional visualizations and charts to show performance trends
Key Features
• Self-serve and managed performance options
• Self-serve UI
– Easy to use campaign management workflows
– In-context visualizations and charts that highlight key performance trends
– Seamless integration to Adobe Marketing Cloud Core Services (Profiles & Audience,
Creative Assets)
• Data and Audience Targeting
– Retargeting, Prospecting
– Adobe Analytics segment targeting
– Display view and click-based conversion activity available in Analytics*
– Analytics engagement metrics in AMO performance reports
– Adobe Audience Manager segments (1st, 2nd, 3rd party data, look alike modeling)
– On demand 3rd party audience segments
• Reach—Integrations with leading industry ad exchanges (Google Ad Exchange, Facebook, etc.)
• Transparent pricing model (display vendor fee, media costs)
• Real-time Bidding (RTB) and Optimizations
– Real time impression level modeling and bidding, optimized to meet advertiser objectives
– Cross channel (display, social, search) insights and ad spend recommendations
– Simulations to predict performance for different spend levels
– Optimize to multiple campaign objectives with relative weights
– Various targeting options (recency, geo/zip code, device, browser, OS, category)
– Media quality targeting (viewability, brand safety, anti-fraud) with ad verification partner
• Centralized Campaign Management and Reporting
– Global controls: frequency capping, budget management
– Campaign reporting (clicks, imps, conversions, cost)
– Budget Steering, and advanced creative bulk management
• Attribution—reporting across display campaigns, and cross-channel (display, search, social)
• Dynamic Creative Optimization
– Campaign options include research and creative optimization, site retargeting, audience
targeting.
– Product feed ingestion for all verticals
– Flexible creative, mobile (in-app and web), HTML5
– Insights (performance, ad hoc, scheduled reports)
– Adobe Marketing Cloud audiences (Adobe Analytics, Audience Manager) inform ad
experience for deeper personalization
• Ad Creative & Mobile
– Creative sequencing – story boarding, A/B testing, random and weighted rotation
– Expandable ads in RTB
– Programmatic video across RTB and Facebook inventory sources
– Device targeting (desktop, mobile web, tablet), mobile web targeting and reporting
– Ad tracking of premium display campaigns
– Facebook and Instagram mobile and video inventory, custom audiences, and search retargeting
• Adobe Marketing Cloud
– Reach Adobe Marketing Cloud audiences in programmatic
– Deliver a relevant and consistent experience across display, website and email
– Adobe Analytics integration for deeper insights on display view and click-based conversion
activity*, and Analytics segment targeting
– Access creative assets from the Marketing Cloud library (and synched with the Creative
Cloud) directly from the AMO UI
– Dynamic tag management
*Available H2 2016 beta in United States beta, H1 2017 globally
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