Selecting an ad server is a very important and strategic decision since the server is tasked with connecting audiences, media, and creative teams – along with verifying and measuring delivery and performance of media and creative.
To make sure the server provides a wholesome experience to marketers, the Adobe Advertising Cloud announced a partnership with Flashtalking. Jointly, these platforms will enable advertisers to do the following:
- Combine media exposure data in Flashtalking’s ad server to pre- and post-bid event data in Adobe Advertising Cloud’s DSP.
- Better map the customer journey across audiences, devices, and screens.
- Tie ads bought to online and offline results to optimize media buys on an accurate cost basis.
- Analyze and maximize reach
- Manage global frequency across direct and automated ad buys
As part of the partnership, Adobe’s customers will be able to make use of Flashtalking’s pre-certified ad serving solutions. Flashtalking’s customers will, on the other hand, gain access to Adobe Advertising Cloud’s Creative, Search and omnichannel DSP solutions.
“This partnership gives advertisers who value control of their own data, or who believe in checks and balances and wish to separate media sales from delivery and measurement, a true alternative to access and measure performance at a deeper level across direct and automated ad buys,” said Sahil Gupta, Director of Global Partnerships at Adobe Advertising Cloud.
“By combining Adobe Advertising Cloud’s advertising platform — which aggregates roughly $3 billion in ad spend across both TV and digital — with top capabilities from Flashtalking, advertisers can embrace an open ecosystem that minimizes friction and potential conflicts of interest,” Gupta continued.
“If brands can’t access data about who they are reaching, can’t own their own data and can’t have their ad buys independently verified then many of the advantages of working with advertising technology are reduced,” says Andy Pocock, SVP of Business Development at Flashtalking. “That’s why the partnership between Flashtalking and top buying platform Adobe Advertising Cloud holds so much promise. For advertisers that value control of their own data and wish to separate media sales from delivery and measurement, this is a truly independent, robust and easy-to-integrate alternative.”