In a move that was announced this morning, Collective is divesting its Ensemble Dynamic Creative Optimization (DCO) technology to Adobe. Collective is a leader in the programmatic ad industry, with a special focus on multi-screen technologies. The DCO technology will allow Adobe to improve their Marketing Cloud service by making it faster and easier for clients to create ads. This will also allow them to have more advanced services for mobile devices, including HTML5 and improved product retargeting features.
In the agreement, Collective is also going to become one of Adobe’s Worldwide Solution Partners and will be entering a reseller agreement with Adobe. This will give the clients of Collective more opportunities to execute in a data driven way.
The CEO of Collective, Joe Apprendi, said “The transaction demonstrates Collective and Adobe’s shared commitment to finding all the ways that data and creative can be leveraged in tandem to drive better business results.” He went on to state, “With Adobe’s planned investment in the DCO technology, it will spawn improved and expanded functions for Collective’s clients – while allowing Collective to continue its own investment in best-in-class programmatic multi-screen technology and services related to unified data, workflow and analytics.”
Collective is permitted to continue to resell and bundle the DCO service to their customers within their current products as well as their upcoming programmatic platform that is said to be fully transparent. This is permitted under their Solutions Partnership agreement with Adobe.
Overall this will help improve the services offered by both Adobe Marketing Cloud and Collective today, and well into the future.
You can see the official press release HERE.
