Adobe Systems Incorporated (ADBE) Launches Programmatic Ad Service, Targets $53 Billion Market

Once known best as a design software vendor, Adobe Systems Incorporated (NASDAQ:ADBE)is wading into the programmatic advertising space as well. The company has launched a service that enables marketers to purchase ads through automated systems that simplify online ad buying process.

It is estimated that the market for digital programmatic ads will reach $53 billion by 2018, up from $21 billion in 2014, and Adobe is vying for that opportunity.

Adobe Systems Incorporated (NASDAQ:ADBE) has come up with automated ad buying platform that it believes to be the best option for marketers looking for superior returns on their investments. The market for programmatic ads has been expanding rapidly as marketers appreciate the systems that allow them greater control of their ad spending and placement. However, there still exist complexities in the automated ad buying space that have kept off some marketers or overwhelmed them.

Adobe believes it has the answer to challenges that marketers have faced with programmatic ads.

Satisfied customers

According to Adobe’s senior director of advertising, Justin Merickel, their package of programmatic advertising solutions herald a new era in automated ad buying and placement. Adobe is already parading satisfied customers that have taken advantage of its programmatic ads platform.

By using Adobe’s automated ad buying system, Redbox said that its returns from display ads spending rose 106% compared to what it could achieve under a previous provider.

Supported advertising platforms

Companies can use Adobe Systems Incorporated (NASDAQ:ADBE)’s programmatic ad system to purchase display, search and social media ads from multiple platforms. Facebook Inc (NASDAQ:FB), Yahoo! Inc. (NASDAQ:YHOO) and Google Inc (NASDAQ:GOOG) are some of the supported advertising platforms on Adobe’s system.

Video offering

Adobe Systems Incorporated (NASDAQ:ADBE) will be enriching its automated ad buying system with a tool that supports video ads in addition to search and display.

In the programmatic ads business, Adobe will battle for the control of the projected $53 billion market with International Business Machines Corp. (NYSE:IBM), Oracle Corporation (NYSE:ORCL) and Google among others.