Microsoft, Adobe Team Up to Provide Businesses Joint Solutions (MSFT, ADBE)

A screenshot from Adobe Advertising Cloud

That has always been the goal of marketing clouds everywhere, but as we discovered in our landmark study of marketing cloud platforms at VB Insight, Adobe always had a complete solution - certainly the one with the most integrated vision. It now includes a Marketing Cloud, Advertising Cloud and Analytics Cloud, which is further topped off by Creative Cloud and Document Cloud integrations.

Adobe Advertising Cloud is, according to the company, the industry's first end-to-end platform for managing advertising across traditional TV and digital formats. Massive amounts of data, the proliferation of devices and sky rocketing customer expectations are forcing enterprises to rethink their customer experience: Be personal.

Adobe Analytics and Microsoft Power BI will look to deliver increased insights across the enterprise, while Adobe Experience Manager Sites Managed Service on Microsoft Azure will allow companies to deliver personalised web experiences faster, irrespective of customers location.

Adobe says the new cloud is the largest independent advertising platform that does not have direct ownership in media or content - adding there are "no media markups" and transparent fees ensure that its incentives are always aligned with advertisers. The company's executive vice president and chief technology officer Abhay Parasnis believes the combining of Adobe and Microsoft's software will enable the two companies to provide the "exceptional experiences at scale" demanded by today's enterprise firms. It includes a bunch of tools, namely Adobe Experience Manager, Adobe Target, Adobe Campaign, Adobe Social, and Adobe Primetime.

In creating a new data model, Adobe and Microsoft are joined by AppDynamics, Acxiom, Dun & Bradstreet, Qualtrics, Zendesk, [24] 7, and MasterCard. Some observers within the ad tech industry think Adobe's acquisition of TubeMogul could spur Salesforce and Oracle into reactively buying more companies in the ad tech sector.

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The cloud also features enhanced integrations with Adobe Creative Cloud offerings like Photoshop, Dreamweaver and Illustrator.

Adobe and Microsoft announced availability of their first set of joint solutions created to help enterprises transform their customer experiences.

At 'Summit Sneaks, ' Adobe will preview unannounced technology in areas including AI, VR and IoT.

These solutions will use Adobe's marketing software suite, which has been re-named to "Experience Cloud" along with Microsoft's Azure, Dynamics 365 and Power BI. Today's largest brands, including Coca-Cola, Condé Nast, Hyatt Hotels, Grainger, Major League Baseball, Mastercard, Royal Bank of Scotland and the National Basketball Association are cross-cloud customers. Sneaks is a perennial highlight of Summit and audience favourites often become part of future product offerings. All other trademarks are the property of their respective owners.

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