Adobe announces partnership with Google’s Campaign Manager 360 on Adobe GenStudio for performance marketing

Adobe announces partnership with Google's Campaign Manager 360 on Adobe GenStudio for performance marketing

Adobe announced today the general availability of Adobe GenStudio for Performance Marketing, a powerful generative AI-first application that empowers brands to organize, generate, remix and measure content for marketing and advertising campaigns. This new application addresses one of the biggest challenges facing marketers today: The need for personalized content across a myriad of channels and geographies is outstripping available budgets. In fact, between now and 2026, 64 percent of marketers believe that the demand for content will grow by at least 5x, driven by a consumer who expects relevant brand experiences that are dynamic across channels such as social media and mobile.

With Adobe GenStudio for Performance Marketing, brands have a single self-service application to create paid social ads, marketing emails, display ads and more - all with a new level of speed and agility. It brings together creative teams that define the foundational look and feel of a brand, with marketing teams that need to deliver variations at scale for demanding channels such as social media and mobile. A robust set of features enables users to locate brand-approved assets and create content variations with generative AI tools such as Adobe Firefly and third-party large language models. Compliance controls then ensure every piece of content protects and aligns with brand standards. And through an expanded partnership with Google's Campaign Manager 360, marketers will be able to instantly activate display ad campaigns through their media mix and reach high-value audiences.

Adobe x Campaign Manager 360

Campaign Manager 360 allows marketers and media agencies to reach audiences across a variety of channels including websites, connected TV, video such as YouTube, and mobile apps - enabling broad reach for any marketing campaign. And to drive the best performance, marketers need to ensure that display ads are highly customized to different target audiences, with different creative to deliver the best results. The Adobe and Campaign Manager 360 partnership means that brands can now automatically send display ads - including copy and images - directly to Campaign Manager 360 in predefined formats (different horizontal and vertical display ad sizes for instance).

"From generating high-quality leads to driving awareness, Campaign Manager 360 helps marketers reach their desired audiences across websites, apps, video content and more, to accomplish their business goals," said Stephen Yap, managing director, Google Marketing Platform. "Having compelling creative content that is tailored to the right audience is key to driving engagement, and Adobe GenStudio for Performance Marketing empowers brands to execute this at scale across any of the ad formats offered by Google."

GenStudio for Performance Marketing is the latest application within Adobe GenStudio, Adobe's end-to-end content supply chain solution that optimizes the process of delivering content for marketing campaigns and personalized customer experiences. This new offering allows marketers to collaborate more effectively with their creative counterparts, through the effective reuse of content authored by creatives - combined with brand guardrails and robust review and approvals by creative teams. Marketers can better self-serve with rote tasks and free up creative resources to focus on higher value work, and both functions have better line of sight into content performance. With Adobe GenStudio for Performance Marketing, it has never been easier to deliver high-value experiences that can drive engagement and cement customer loyalty.