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How Adobe is helping advertisers ‘close the loop’ on measurement

One of the biggest challenges faced by marketers today is creating a marketing mix across all channels that drives results. In a recent study, 78% of U.S. marketers agree that understanding marketing technologies is now more important than ever.

According to Toccara Baker, special operations consultant EMEA at Adobe, marketers can solve their measurement woes by using AdCloud, Adobe’s end-to-end platform for managing advertising across different media channels.

“What we find with marketers is that they are using multiple solutions. Multiple attribution partners, multiple measurement partners and buying platforms,” she told The Drum at Dmexco last week. “With AdCloud it really eliminates that need. Now advertisers have one single platform where they plan, buy and measure in one place.”

Data management is also a huge challenge as marketer’s struggle to make data actionable across various channels. With AdCloud, Baker says they have seen “match rates upwards of 20% to 30% higher” than other solutions.

“Additionally, we work with a lot of third-party measurement and attribution partners and we integrate seamlessly with them. This really helps an advertiser to close the loop on measurement,” she added.

Watch her full interview above.

See more of The Drum’s coverage of Dmexco here.

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