In November 2017, Adobe Systems, Inc. successfully launched the first fully automated programmatic advertisement campaign named “Experience Business”. The campaign underlines Adobe Systems, Inc. belief that amazing design and profound intelligence are essential for creating fascinating experiences that offer brands to stand out in a fragmented market. Associating brands in the campaign include Caesars Entertainment Corporation, Carnival Corporation & plc, Franke Group, UBS Group AG, Holland America Line, Princess Cruises Corporation, Pandora A/S, Princess Cruises Corporation, Sydney Opera House and T-Mobile US, Inc. The campaign initially premeditated for U.K., the U.S., and Germany.

The campaign enabled 100% automated buying process through Adobe Systems, Inc. advertising cloud along with high impact media formats and designs across a wide series of channels. Trading platform for campaign comprises the combination of most preferred real-time bidding (RTB) and non-guaranteed platform. Experience business campaign offers to buy process across several advertising media such as a digital display, mobile display, video, social, search and television among others. Adobe Systems, Inc. further explained the strategy behind the campaign, to analyze the behavior and actions of the target audience to deliver more suitable product and enhance the personalized experience of customers.

Analyst View:

Tracking customer’s requirement and adopting the sophisticated approach is the principal strategy of service providers in the programmatic advertising market. By analyzing strong consumer database, marketers are aiming to cater for dynamic requirements of customers. Programmatic advertising is the unified system of algorithms, audience and data, which enables relevant and consistent experiences across customer requirements. Experience Business campaign expected to enhance the overall buying process of advertisement sector along with the focus on improving the personal experience of users. However, new regulations aiming to provide protection for consumer’s personal data may force to change data handling approach of such campaigns. Thus, considering rapidly growing technological advancement and fragmented nature of digital media market, the campaign will not only enhance customer’s personal experience but also expected to increase programmatic advertising market opportunities for the near future.