Introduction to Adobe Advertising DSP

Hi, my name is Kirstie Parker. I’m a senior account manager at Adobe. I’m going to be taking you through an introduction to Adobe Advertising Cloud.

Today, we’re going to start with an introduction to Experience Cloud. We’ll take a look at what Advertising Cloud does. And then onto the key benefits of Advertising Cloud partnerships like Analytics.

At the end of this training, you should be able to describe the Adobe Experience Cloud, explain what Adobe Advertising Cloud can do for customers, and share what Adobe Analytics and Advanced Measurement Services can do for your customers’ media campaigns.

First off, let’s cover off what Adobe Experience Cloud is before we jump into Advertising Cloud. Adobe Experience Cloud is the industry’s most comprehensive solution for marketing, advertising, analytics, and commerce, serving both B2C and B2B customers.

Experience Cloud allows you to deliver exceptional experiences, from creation, all the way through to monetization and acquisition through renewal. Experience Cloud has played a pivotal role in transforming industry after industry, whether it’s financial services reimagining digital customer journeys, media companies reshaping content monetization, or the world’s largest hotel chains delivering personalized hospitality. Adobe Experience Cloud has become the experience fabric for the digital world.

Now, let’s take a look at Advertising Cloud. Adobe Advertising Cloud enables advertisers to plan, buy, manage, optimize, and measure, all within the one platform. Advertisers have access to various forms of digital inventory, including paid search, display, video, audio, and connected television. There are also unique opportunities created by Advertising Cloud’s connections with other Adobe products, such as Adobe Analytics and Adobe Audience Manager.

Adobe’s vision of advertising is centered around being an independent and trusted partner for advertisers. We enable end-to-end media investment, supporting clients with leading media quality and brand safety protections, we ensure usability across all screens and all formats within DSP and search, and also serve to be a single source of truth for reporting and attribution. Within Advertising Cloud, advertisers have access to a wide range of inventory sources, including all the top exchanges globally. The On Demand Gallery provides unique access to curated deals from over 100 premium publishers. All available to tap into on an unguaranteed basis, so advertisers can be flexible with their budgets. Private deals can also be transacted within Advertising Cloud driven by our streamlined RTB-powered decisioning.

We also have direct API access to the major search platforms, including the likes of Google and Bing.

Recently, we’ve been seeing the most spend via On Demand. With our leadership in video and premium inventory, our team has been able to secure non-guaranteed deals to live events and other premium inventory from leading broadcasters, and to do so at scale, with more than 1 billion ad opportunities a month. We are also focused on ensuring your ads are shown within quality and brand safe environments. We do this with in platform fraud protection, cross screen and pre-bid viewability optimization, various brand safety and media quality initiatives, and integrations with trusted third party media quality vendors for added protection.

Here are some of the third party brand safety and media quality integrations that are supported in Advertising Cloud. Advertisers can choose to activate these in platform during campaign creation for additional fees, which are listed in their rate card.

Next, we will take a look into the Adobe Analytics Partnership, and how you can use Analytics data and reporting to supercharge your campaigns.

Analytics for Advertising Cloud is a native bi-directional integration that allows advertisers to track in real time, click through and view through conversions in Analytics workspace.

Site behavior, conversion metrics, and audience segmentation can also be past hourly into Advertising Cloud for algorithmic bidding, forecasting, and spend recommendations.

The integration enables brands to tie together paid media and onsite actions to fully capture every Analytics touchpoint advertising drives. And in reverse, Analytics data can be passed into Advertising Cloud to improve optimization, algorithms, and reporting.

The Analytics for Advertising Cloud integration has three main benefits. First of all, greatest audience segmentation.

Audiences can be segmented based on site behavior. This supports many use cases. For example, you could create a sequential segment based on a certain behavior, create a cohort for retention and reengagement with Cohort Analysis, or you could look at understanding how your clicks and views are driving cross channel sales with Attribution IQ.

You can also drive far superior optimization in your advertising efforts. With the native integration, you can send your Analytics first party segments straight into the Advertising Cloud and create advertising experiences based on their place in the advertising funnel. You can also use Analytics custom events for reporting and optimization, removing the need for further pixel placement.

In terms of insights, you can understand and report on how paid media impacts site behavior and understand the quality of the traffic by seeing what users did after they visited the site after ad exposure. You can also see all of your front end advertising metrics in Analytics workspace, such as clicks, cost, and impressions. And perhaps most importantly, you can see how all of your marketing channels are working together to drive conversions.

Analytics for Ad Cloud has many benefits. It can save you time by connecting teams on a single source of truth and reduce time otherwise needed to tag up a website, and it can also drive better return on investment. Brands see on average of 13 to 18% uplift in return on investment when combining the Advertising Cloud and Analytics. This is because they can go beyond click data and adding key mid-level metrics to bidding algorithms for optimization.

Now, we’re going to briefly share what measurement opportunities are available within our platform through the partnership with our Advanced Measurement Services team. This team offers various measurement opportunities throughout the purchase funnel and at different stages of the campaign. One of the most popular reports is the cross-device reach and frequency report, which helps advertisers to understand how different strategies, formats, and/or devices are contributing to their campaign’s reach and frequency goals. Conversion reporting is also unique, in that advertisers can enlist the AMS team to help them understand performance across tactics. And this includes understanding onsite engagement and conversions from connected television devices, a device where conversion attribution has been a little bit more difficult across the industry.

Here is an example of the type of reports you can expect to receive when partnering with Advanced Measurement Services team. On the left is the unique reach and frequency report, which compares these metrics across screens, tactics, and sites. And on the right is an overlap and conversions report by the same, which also includes reporting on conversions by unique households.

That wraps up the introduction to Advertising Cloud. You should now be able to describe Adobe Experience Cloud, explain what Advertising Cloud can do for customers, and share what Adobe Analytics and advanced measurement services can do for your customers’ media campaigns. Thank you. -