Adobe links mobile and analytics tools for advertisers

Adobe has updated its AdLens cloud-based, media optimisation technology, linking it with analytics tool SiteCatalyst.

AdLens manages and optimises search, display and social advertising as a unified campaign, and will now offers data integration with SiteCatalyst, providing advertisers with a way of leveraging conversion metrics.
Additionally, AdLens delivers new integration with Adobe AudienceManager for targeted audience segmentation to ensure advertising campaigns reach the right people.
David Karnstedt, senior vice president, Media and Advertising Solutions, Digital Marketing Business, Adobe, said: “Marketers have several challenges when it comes to allocating advertising dollars and showing ROI across channels. Now, with an unprecedented level of campaign analytics and insight across different media, Adobe AdLens enables marketers to accomplish more in less time by using the most comprehensive digital advertising platform available.”
Mike Margolin, vice president, interactive marketing director, RPA, a leading independent advertising agency, added: “We’re excited Adobe AdLens now offers us native SiteCatalyst integration. Adobe is eliminating the need for cumbersome data transfers and this move strengthens the technology’s already powerful ad optimisation capabilities.”
www.adobe.com/uk