Ad Campaigns
Adobe Cloud will manage ads across TV & digital formats
MUMBAI: Adobe has unveiled its new Adobe Advertising Cloud, the industry’s first end-to-end platform for managing advertising across traditional TV and digital formats. Combining capabilities from Adobe Media Optimizer (AMO) and recently acquired TubeMogul, Adobe Advertising Cloud simplifies the delivery of video, display and search advertising across channels and screens.
Advertisers are facing an increasingly complex and fragmented landscape, with legacy silos for media planning and buying across TV and digital. That coupled with the proliferation of devices and massive amounts of data have made the advertising process overwhelming. According to the latest Adobe Digital Insights Advertising Report, 47 per cent of global marketers said that not having an integrated data and media buying solution was one of their biggest challenges. To help advertisers better navigate this landscape and more effectively reach consumers, Adobe is launching its Advertising Cloud which unifies and streamlines the entire ad planning and buying process.
Now available globally, Adobe Advertising Cloud includes three offerings:
– AMO Search: the leading search management platform
– AMO Demand Side Platform: automates display, social, video and programmatic TV buying
– AMO Dynamic Creative Optimization (DCO): dynamic creative optimization tied into Creative Cloud
Adobe Advertising Cloud already manages roughly $3.5 billion in annualized ad spend on behalf of more than 1,000 global clients, including Allstate, Ford, Johnson & Johnson, Kraft, Liberty Mutual, L’Oréal, MGM, Nickelodeon and Southwest Airlines.
“With Adobe Advertising Cloud, brands can centralize all advertising planning and buying through one trusted platform with full transparency into exactly where their ads appear and how effective they are at driving business results,” said Adobe VP and GM – advertising Brett Wilson. “We are bridging longstanding media gaps – not just between TV and digital, but also between brand and performance advertising,” he added.
Advertising Cloud includes the following:
1. Cross-Channel Planning: Adobe Advertising Cloud is the most comprehensive platform to plan, buy and measure advertising. Advertisers can reach audiences wherever they are – whether they’re searching, on their social network or watching linear TV. The platform de-dupes TV and digital audiences, enabling marketers to build cost-effective incremental reach.
2. Media Activation Across Devices: Adobe Advertising Cloud’s seamless integration with Adobe Experience Cloud means that marketers can easily reach discrete audiences across screens. In early tests of the new platform, match rates of ad viewers across screens exceeded 90 percent which is double the industry standard.
3. Performance Without Compromise: Through a wealth of tools and safeguards, Adobe Advertising Cloud helps advertisers achieve their goals without compromising brand safety, media quality or transparency.
4. Independence: Adobe Advertising Cloud is the largest independent advertising platform, with transparent fees and no media markups, ensuring Adobe Advertising Cloud’s incentives are always aligned with advertisers.
5. Creative Optimization: Once the audiences have been defined and outreach channels identified, what message will be most effective? Through Adobe Advertising Cloud’s dynamic creative optimization solution, advertisers can create the most personalized, high-performing ads based on the customers’ interests or past behaviors.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
