The Adobe Summit 2019 kicked off on March 26 with Adobe making multiple announcements across its application services portfolio.
Adobe announced new features and enhancements for its Marketing, Advertising and Analytics Cloud services, which collectively are all part of the Adobe Experience Cloud platform. The big reveal, however, was for the official launch of the Adobe Commerce Cloud, which is is built on technology that Adobe gained via the $1.68 billion acquisition of Magento in May 2018.
The core Magneto technology is based on the open-source Magneto project. With Commerce Cloud, Adobe has now gone beyond what Magento was offering with its own commercial product prior to the acquisition.
"Adobe Commerce Cloud (built on Magento Commerce) deeply integrates with Adobe Analytics Cloud, Adobe Marketing Cloud and Adobe Advertising Cloud," Jason Woosley, VP of Commerce Product and Platform for Adobe's Experience Business, wrote in a blog post. "Tailored to the needs of global B2C and B2B companies to support multiple brands, sites and countries and to orchestrate commerce across every channel, Adobe Commerce Cloud provides a highly customizable and scalable end-to-end platform to manage, personalize and optimize the commerce experience across every touchpoint."
Analytics, Marketing and Advertising Cloud Enhancements
The Analytics Cloud now integrates Customer Data Platform (CDP) insights for real time customer profiles. The Marketing Cloud now benefits from the integration of Marketo Engage, which provides B2B marketing automation.The Marketo technology comes to Adobe by way of a $4.75 billion acquisition that was announced in September 2018.
The Adobe Advertising Cloud, is being enhanced with new capabilities for cross channel advertising campaigns, including a new partnership with Roku.
Underpinning all of the Adobe Experience Cloud services is an artificial intelligence/ machine learning technology called, Adobe Sensei which is also being improved. With the Sensei update, Adobe claims that deeper insights into data can be delivered tousers.
"Customer Experience Management unlocks digital transformation and Adobe is leading the way with continuous innovation in Adobe Experience Cloud and through key partnerships with ServiceNow, Microsoft, LinkedIn and SAP," Shantanu Narayen, president and CEO, Adobe stated in a media advisory. "Today, at Adobe Summit, we unveiled significant new capabilities in Adobe Experience Cloud, including the introduction of Adobe Commerce Cloud and Marketo Engage, and general availability of Adobe Experience Platform."
Sean Michael Kerner is a senior editor at EnterpriseAppsToday and InternetNews.com. Follow him on Twitter @TechJournalist.