DCO will be integrated with both Adobe Marketing Cloud solutions and its Core Services. Advertisers will be able to test content for effectiveness, and to add demographic and location-targeting parameters to determine what creatives resonate with specified audiences.
DCO does decisionning at the millisecond of impression delivery based on passed audience profile data Adobe collects, explained Adobe’s senior product manager of advertising solutions Kiyoshi Ihara.
For example, DCO could build ads on the fly for a retailer with a large catalog of inventory with, say, 5 million or 10 million SKUs to retarget. “It has the horsepower and the algorithms in place to satisfy that level of demand,” Ihara said.
Another example is travel advertising. DCO could build and deliver ads for various combinations of outbound/inbound flights, paired with hotel and rental car combinations in different destinations. DCO can also leverage geographic data, so if a bank is selling mortgages, DCO can tailor rates and a bank’s requirements by geo to create and execute copy.
Though some believe Adobe’s display efforts have lagged, Merickel thinks this acquisition begins to complete Adobe’s programmatic solution.
“When you look at the space and where some of the bigger players are starting to pivot into in terms of data management and analytics, we’re coming from absolute strength in search and were adding certain components around RTB that we think advantage us further,” he said.
DCO will be offered as a standalone product to complement Adobe’s programmatic buying functionality and will be available to advertisers later this year. Terms of the deal were not disclosed.