Adobe is stacking up the advertising industry executives in its ranks.
Adobe last year dove head first into the ad tech sector with the acquisition of TubeMogul, which helps marketers buy video ads all over the web using software and data.
Now, the company has brought on an executive straight from the media-buying world to help sell top ad agencies on the value of using Adobe for all of their data-driven marketing needs.
Matt Anderson will be the new head of Adobe’s global agency business. Anderson was mostly recently head of programmatic for the media buying giant GroupM North America, where he helped oversee data-centric ad buying for marketers like Unilever and Domino’s.
At Adobe, his task will be to explain to the ad world why Adobe’s one-stop shopping approach to digital advertising — the company offers brands tools for ad buying, data management, making ads and connecting with existing customers — is better than competitors like Oracle, Salesforce and IBM.
All of these companies play in the fast-growing ‘marketing cloud’ arena. Each promises big marketers some variations of software and tools designed to help them make sense of all the data they collect on consumers (from their websites, apps, stores, etc) and use that for better customer relations and prospecting.
“We can now help advertisers with search and social and video and TV ads,” said Keith Eadie, vice president, Adobe Advertising Cloud. “We’re really the first independent, end-to-end media buying platform…if you have unique data, we give you the opportunity to tie it all together.”
There is plenty of debate over whether any major advertiser wants to put all of its data eggs in one basket. Anderson believes that the timing for Adobe’s pitch is right, given all the attention on the need for more transparency in digital advertising, both so that ads don’t end up in dicey places on the web, and so marketers know where their budgets are going.
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