Adobe Advertising Just Launched Its Own Custom Algorithms Product

Adobe Advertising announced last week the general release of its Custom Algorithms product after a beta period that began last year. The product uses artificial intelligence to control campaigns and marks a major shift from the company's 2016 acquisition of TubeMogul for $540 million, according to General Manager Erwin Castellanos. The new offering integrates Adobe's demand-side platform directly with Adobe Analytics data to optimize campaigns and train brand bidding models. Previously, the DSP accessed analytics data via an API like any third-party platform. Castellanos said the direct integration provides a fuller view of the customer journey, including app and web traffic patterns, bounce rates and first-party identity data typically not shared with DSPs. Head of Product and Design Greg Collison said the product follows the model of performance automation tools like Google's Performance Max and Meta's Advantage+ Shopping Campaigns but relies solely on a brand's first-party data or trusted partner data rather than walled garden data. Castellanos said using a brand's own data is more cost-effective than third-party marketplace data. He acknowledged consumer packaged goods companies have less advantage with the product due to limited transaction data. Adobe is addressing that gap by helping marketers define "High Value Actions" such as video views or newsletter sign-ups to train bidding models.