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BizReport : Advertising : January 17, 2014


Ad Roundup: Integrations, mobile DMPs and partnerships

This week, a new mobile platform is launched to improve brands' mobile data, an integration pushes customer data at scale across channels and another platform offers mobile survey options.

by Kristina Knight

First, Adobe Campaign and Adobe Experience Manager have integrated their systems. Through the new integration advertisers will be able to push content to consumer in real time and at scale across channels.

"Marketers need a better way to create, optimize, and deliver content across all online and offline channels," said Suresh Vittal, vice president, marketing strategy, Digital Marketing, Adobe. "The integration between Adobe's leading web content and campaign management solutions enables marketers to deliver unparalleled, personalized experiences in the channels their customers prefer. This milestone is the first of many that will showcase ongoing and deep integration of Adobe Campaign with Adobe Marketing Cloud."

Meanwhile Lotame has released a Mobile DMP to help mobile brands manage audience data from mobile devices. The platform allows brands to collect first party mobile audience data from browsers, organize and analyze the data and then activate the data across native applications to better target mobile consumers.

"Today, businesses implementing a mobile strategy need a complete DMP solution that not only saves time managing user activity on different devices, but also addresses technical limitations of data collection inherent in the mobile environment," said Andy Monfried, CEO and Founder at Lotame. "Our clients already leverage Lotame's core DMP strengths to help monetize their mobile data assets. We're now leaping ahead with a full mobile DMP offering to organize vast amounts of mobile audience data."

Finally, Astra Sweets has tapped Survey Anyplace Mobile Surveys to get real time customer feedback.

"We designed Survey Anyplace to be simple to use from both the consumer and surveyor perspective," said Stefan Debois, CEO of Survey Anyplace Mobile Surveys. "Integrating the features of the mobile itself enables the capture of unique information that cannot be collected with traditional survey tools."

Survey Anyplace allows mobile brands to deploy surveys and obtain customer feedback from customers using mobile devices; in this case, they survey incentive was a box of candy. Other brands could use other incentives for the surveys, which provide feedback on store performance, website information and other handy metrics.

Image via Shutterstock

Tags: ad targeting, Adobe, advertising, advertising data, advertising tips, advertising tools, Lotame, Survey Anyplace










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