auditude

The Year in Ad Ops 2011 – Adobe Emerged as a Major Force in Ad Tech

I can’t think of another powerhouse corporation that has moved so quickly into the ad tech business as Adobe did this year. Before 2011, Adobe had only happenstance exposure to the market, playing a key role in things like site analytics (via Omniture), and rich media development (via Macromedia’s Flash), but didn’t have much involvement in the delivery of ads themselves. In the course of a year however, Adobe bought its way to a leadership position in data management, cross platform video ad serving, and social marketing. Thanks to three major ad tech acquisitions book-ending the year as well as the launch of an ambitious product to streamline ad trafficking, Adobe’s moves should make any Ops department sit up and take notice as one of the most viable competitors to the Google stack to come along yet. (more…)