{"id":4219,"date":"2017-03-21T05:25:49","date_gmt":"2017-03-21T05:25:49","guid":{"rendered":"https:\/\/www.rsoftsolution.com\/blog\/adobe-unifies-its-digital-businesses-on-a-single-cloud-platform.html"},"modified":"2017-03-21T05:25:49","modified_gmt":"2017-03-21T05:25:49","slug":"adobe-unifies-its-digital-businesses-on-a-single-cloud-platform","status":"publish","type":"post","link":"https:\/\/www.rbsitsoftwaresolution.in\/blog\/adobe-unifies-its-digital-businesses-on-a-single-cloud-platform.html","title":{"rendered":"Adobe unifies its digital businesses on a single cloud platform"},"content":{"rendered":"


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Adobe<\/a> opened its\u00a0Digital Marketing Summit<\/a> in Las Vegas this week with a big splash, announcing a new \u201cExperience Cloud,\u201d which brings all of its\u00a0digital\u00a0cloud businesses together onto a single platform.<\/p>\n

While there is an element of pure marketing at play here, it also makes sense for Adobe to pull its various digital clouds\u00a0\u2014 Creative, Document, Marketing, Analytics and the new Advertising \u2014 into a single enterprise view. (Individuals have\u00a0access to just the Creative and Document clouds.)<\/p>\n

Melissa Webster, an analyst at IDC, says the new strategy coordinates\u00a0a lot of existing pieces, while providing\u00a0a mechanism for incorporating\u00a0acquisitions<\/a> from the last few years into a more unified system.<\/p>\n

\u201cPerhaps the most important part of bringing acquired products together from multiple acquisitions is the refactoring required for them to leverage common data, content, analytics, and other services. That\u2019s what the Adobe Experience Cloud platform is all about. The more integration that can be addressed via replatforming atop common services, the more agile the result (the more innovative the vendor can be),\u201d Webster told TechCrunch.<\/p>\n

\"\"<\/p>\n

Photo: Adobe<\/p>\n

While the Analytics Cloud has been responsible for collecting and processing data for the various clouds, Adobe is also using its in-house artificial intelligence technology,\u00a0Sensei<\/a>, to help facilitate data sharing across the new platform.<\/p>\n

According to Suresh Vittal, VP for product marketing and strategies at Adobe, Sensei uses various forms of artificial intelligence including machine learning and deep learning to build models and distribute the data generated by these models across the platform where it\u2019s needed. The idea is to embed these findings\u00a0into different applications, whether built by Adobe or third-party partners.<\/p>\n

Webster indicated that Sensei could be a key piece for\u00a0the new platform. \u201cSensei is a portfolio of analytical services using machine learning\/AI, some of which work on data, some on content. These are services that leverage Adobe core technologies in Creative Cloud, Marketing Cloud and Document Cloud,\u201d she explained.<\/p>\n

The Advertising Cloud\u00a0is new, having been built from a combination of Adobe Media Optimizer, a tool the company has offered for a number of years\u00a0along with TubeMogul, a company Adobe purchased at the end of last year<\/a>.\u00a0The idea is to provide a highly sophisticated, data-driven way to buy just the right ads for just the right audience at just the right time.<\/p>\n

With so much data about individual buyers being collected and analyzed across a broad platform with the goal of selling highly targeted\u00a0ads (and marketing goods and services), can Adobe protect the privacy of the individuals whose data they\u00a0are collecting?<\/p>\n

Keith Eadie, VP of revenue and partnerships at Adobe Advertising, who came on board as part of the TubeMogul acquisition, says that the company is aware of those concerns and says there is plenty of opportunity for Adobe customers to use non-identifiable data to achieve their advertising and marketing objectives.<\/p>\n

\u201cFrom an ad perspective we do not enable anyone to use personally identifiable data on our platform,\u201d he said.<\/p>\n

This all sounds great as far as it goes, but the new platform could generate additional\u00a0complexity for customers simply\u00a0as a by-product of\u00a0trying to make all the pieces work together in a coherent way. Of course, as a set of cloud services that\u2019s primarily Adobe\u2019s problem to solve, but it\u2019s not to say that customers won\u2019t feel some of the pain.<\/p>\n

Nevertheless, Webster sees the approach\u00a0as more than just a marketing ploy. \u201cAdobe has more to do, certainly, but if we look at its track record with Creative Cloud integration, for example, it\u2019s clearly a strategic effort and not just marketing speak,\u201d she said.<\/p>\n

<\/p>\n

Featured Image: Lisa Werner<\/a>\/Getty Images<\/small><\/p>\n

Article source: http:\/\/feedproxy.google.com\/~r\/techcrunchIt\/~3\/K0g5JZiYrzE\/<\/p>","protected":false},"excerpt":{"rendered":"

Adobe opened its\u00a0Digital Marketing Summit in Las Vegas this week with a big splash, announcing a new \u201cExperience Cloud,\u201d which brings all of its\u00a0digital\u00a0cloud businesses together onto a single platform. <\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[19],"tags":[25],"class_list":["post-4219","post","type-post","status-publish","format-standard","hentry","category-enterprise-software","tag-enterprise"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t