Adobe is eating its own cooking – launching a new brand campaign implemented solely through a programmatic platform.

The campaign will be bought 100 per cent programmatically through Adobe Advertising Cloud, part of Adobe Experience Cloud, and will bring to bear a transparent, cross-channel advertising management platform, Adobe said.


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Targeting C-level executives including CMOs, CIOs, CDOs, CTOs and CXOs, the campaign buying methods include a combination of real-time bidding (RTB) and non-guaranteed direct buys via On-Demand, Adobe Advertising Cloud’s premium publisher marketplace.

Adobe will use its own Adobe Advertising Cloud’s cross-screen planner to determine optimal media investments and Adobe Advertising Cloud’s demand-side platform (DSP) to execute media buys across desktop display and video, mobile display, paid social display and video, digital out-of-home, and digital audio, as well as programmatic, addressable and connected TV ad formats.

The campaign creative and with the tagline “Make Experience Your Business” conveys how companies must think beyond the products they are selling – they must provide a truly exceptional experience around their products to really stand out, Adobe said.

“Today’s most successful brands focus their energy on delivering a consistent, unified experience through many different channels,” said Alex Amado, VP, Experience Marketing, Adobe.

“We’re using this all-programmatic approach because we can now effectively target this audience by analysing their behaviours and actions online to deliver a more relevant, personalised experience across every touchpoint.”

Participating brands include Caesar’s Entertainment, Carnival Corporation, Franke Group, Holland America Line, Pandora, Princess Cruises, Sydney Opera House, UBS and T-Mobile. The initial rollout was planned for the U.S., U.K. and Germany starting November 13.

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