Bonzai and Adobe Advertising Cloud announced a new partnership combining the capabilities of Adobe’s powerful DSP with Bonzai’s highly scalable creative platform.
Bonzai, a global programmatic creative management platform, announced a new partnership with Adobe Advertising Cloud earlier this morning. The deal will open up Bonzai’s creative formats to advertisers using Adobe Advertising Cloud, helping brands deliver high-quality creatives across channels and devices seamlessly through Adobe’s DSPOpens a new window .
The partnership is an attempt to enable brands to deliver highly engaging experiences at scale. It also provides advertisers using Adobe access to Bonzai’s flagship programmatic formats such as TruSkin, ScrollX, and Portal.
What does it mean for advertisers? Bonzai claims brands can cut down on creative production times by up to 60 percent as a result of the integration. Existing Adobe customers can also build, serve, and analyze creatives across premium channels using their own media deals. The company now counts over 200 sites across Australia, New Zealand, and South-east Asia, ready for enhanced advertising experiences.
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Bonzai CEO and Founder, Rahul Pandey said that Adobe pitched for integration due to increasing customer requests. He says, “The partnership with Adobe demonstrates the urgent need for marketers and advertisers to be more empowered with an accessible and agile solution that enables them to deliver exceptional brand experiences to customers. We’re thrilled that Adobe has integrated Bonzai’s platform to bring programmatic high impact formats to their Marketing Cloud customers. With this integration, Adobe’s customers can access Australia’s most powerful ad-formats like TruSkin, ScrollX, Portal across devices. These formats are driving a much higher audience engagement and delivering goals for the marketers. Bonzai is excited with this integration and takes these formats to a larger set of customers through Adobe’s Marketing Cloud.â€
What is a Creative Management Platform?
A creative advertising platform, or CMP, is a cloud-based
software designed to help advertisers create, distribute, and measure the performance of their digital advertising. CMPs act as their own mini-agency for advertisers, allowing them to create bespoke digital experiences at scale. Given their versatility, CMPs are ideal for creating omnichannel and programmatic campaigns.
CMPs like Bonzai offer advertisers the ability to optimize their creatives by tapping into data signals like audience, weather, location, and language to deliver more personalized experiences. Smart scaling tools also help brands produce higher volumes of creatives for multiple formats, ad sizes and variations using the same master creative. This means designers can save valuable time that would otherwise have been spent writing new code or resizing, and file-size reduction.
How Do CMPs Integrate With DSPs?
CMPs like Bonzai use ad tags and codes to integrate with optimization platforms or demand-side platforms (DSP) like Adobe’s Advertising Cloud. DSPs then draws data from a DMP to rotate and serve ads loaded in the code to programable audiences. What this essentially means, is that a CMP combined with a DSP creates powerful optimization opportunities for advertisers looking to improve targeting and engagement for their creatives.
“At Adobe Advertising Cloud, we help brands deliver connected advertising experiences across Search, DSP and Creative. Integration with Bonzai opens up new ad formats and creative experiences that our brands can use to engage their audiences in new ways, which we’re excited about,†says Cassandra Tan, Head of Partnerships, APAC for Adobe Advertising Cloud.
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How Does Bonzai’s Integration with Adobe Impact the Overall Advertising Experience Market?
The partnership signals a deeper shift within the Ad experience ecosystem. For too long, advertisers have struggled with activating the data that is being used in audience targeting. With massive marketing spend on data-driven solutions like DMPs and DSPs still failing to meet ROI expectations, this deal promises to fix that.
Recent developments in dynamic creative optimization (DCO) space have helped advertisers, and marketers unlock the potential of their data and serve more relevant and targeted ads. This has led to significant improvement in ROI realization. Going forward, it wouldn’t be surprising to see CMP – DSP combinations evolving into more intelligent creative segmenting and targeting channels.