NEW YORK, NY – Collective, the leader in programmatic, multi-screen advertising technology, has divested its Ensemble Dynamic Creative Optimization (DCO) technology to Adobe, the leader in digital marketing and digital media solutions. The integration of the DCO technology will enhance existing capabilities across Adobe Marketing Cloud by streamlining the ad creation process, adding new mobile ad serving features such as HTML5, and extending product retargeting. As part of the transaction, Collective will also register to become one of Adobe’s Worldwide Solution Partners and enter a reseller agreement with Adobe, giving Collective’s clients the opportunity to execute creative in a more targeted, data-driven way.
“This 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,” said Collective CEO Joe Apprendi.
“The DCO technology is a strong solution validated by the market, so we are excited to integrate it within Adobe Media Optimizer to bolster our advertising capabilities across channels,” said Justin Merickel, senior director of Advertising Solutions at Adobe.
“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,” added Apprendi.
Through the Solutions Partnership agreement with Adobe, Collective will continue reselling and bundling DCO services to customers within its current product and its soon-to-launch fully transparent programmatic platform, which debuts this summer.
About Collective
Collective is a leading programmatic, multiscreen advertising technology company that connects brand marketers to consumer audiences with personalized ad experiences across screens and formats. Collective’s unified view of the consumer platform breaks down traditional media silos and enables brands to control audience reach and frequency and choreograph messaging across TV, PC, tablet and smartphone devices. To learn more about Collective, visit www.collective.com.
