Written by Viktor Lazar, Adobe Champion and Adobe Certified Master

CX Enterprise atlas / Brand Visibility | Campaign management

Adobe's paid media application for planning, buying, optimizing and measuring advertising. It has three parts: a demand-side platform (Advertising DSP) for programmatic display, video, connected TV, audio and native buying; Search, Social, & Commerce for bid and budget optimization across Google, Microsoft, Meta and other ad networks; and Advertising Creative for dynamic, personalized ad experiences. Formerly Adobe Advertising Cloud.

• Product page
• Documentation
• Release notes
• Licensing (Adobe product description)

141 entries, last checked 2026-10-20, element 001 (Ad) of the atlas

Integrates with 6

• Adobe Analytics
• Adobe Customer Journey Analytics
• Adobe Audience Manager
• Adobe Real-Time Customer Data Platform
• Adobe Experience Platform
• Adobe Target

Integrated by 4

• Adobe GenStudio for Performance Marketing: Adobe Advertising creative import
• CX Enterprise Audiences
• CX Enterprise Assets: Advertising ad units
• Adobe Visitor ID Service: ID synchronization with Advertising

Contains 8 parts, 141 entries

• Adobe Advertising DSP# Application

  Also known as Advertising DSP, Adobe DSP, Adobe Advertising Demand-Side Platform, TubeMogul

  The demand-side platform in Adobe Advertising, built on the former TubeMogul platform. Advertisers and agencies buy display, video, connected TV, audio and native inventory programmatically from open exchanges, curated On Demand deals and private deals, with auction-level bid optimization, first- and third-party audience targeting, media quality controls and household-level reporting.

  Product page | Documentation | Release notes

  Last checked 2026-09-29

  • DSP campaign management# Collection

    The campaign hierarchy in DSP (campaigns, packages, placements and ads) and the tools to build, bulk-edit, pace and troubleshoot it.

    Documentation

    Last checked 2026-09-29

    • DSP campaigns# Capability

      The top level of a DSP buy: budget, flight dates, frequency caps, cross-device level (device or people-based), conversion tracking and agency margin settings, with a change log per campaign.

      Last checked 2026-09-29

      • Margin management# Capability

        Campaign-level settings for agencies that charge margins: agency fees as a fixed share of budget, agency plus Adobe technology fees as a fixed share, or a markup on individual cost components. Redesigned in October 2025.

        Last checked 2026-09-29

    • DSP packages# Capability

      Groups of placements that share a budget, flights and an optimization goal, so DSP can shift spend between the placements. Supports custom flighting with automatic budget rollover and linking programmatic guaranteed placements for incremental reach.

      Last checked 2026-09-29

    • DSP placements# Capability

      The unit that bids in auctions: one ad format with its inventory sources, audience, geo, device, site, contextual and video position targets, max bid, bid multipliers, pacing and ad schedule.

      Documentation

      Last checked 2026-09-29

      • Bid multipliers# Capability

        Also known as DSP bid modifiers

        Multipliers from 0.10 to 10.00 that raise or lower a placement's bid for specific target types; multiple applicable multipliers are combined, never exceeding the max bid.

        Last checked 2026-09-29

      • Flight and intraday pacing# Capability

        Separate controls for how budget is spread over the flight and within each day, with pacing metrics such as spend benchmark, spend target and on-target spend in campaign views.

        Last checked 2026-09-29

      • Targeting lists# Capability

        Reusable lists of URLs, postal codes (per country) and deals that placements include or exclude as targets, managed under Resources and Inventory.

        Last checked 2026-09-29

      • Placement forecast# Capability

        Forecasts impressions, spend and the optimum max bid for a placement's targeting strategy from available inventory and unique users.

        Last checked 2026-09-29

      • Placement diagnostics# Capability

        Also known as Non Bid Reasons

        Diagnostic reports that explain underspend, including non-bid reasons filterable by private deal, available to self-service users.

        Last checked 2026-09-29

    • DSP ads# Capability

      First- and third-party ads attached to placements, with tracking pixels, approval status and publisher specifications. Ads can come from certified ad servers or from Advertising Creative experience tags.

      Last checked 2026-09-29

      • DSP ad formats# Collection

        The ad and placement types DSP buys, each with its own settings and specifications.

        Last checked 2026-09-29

        • Display ads# Capability

          Standard and high-impact banner ads on desktop and mobile web and apps.

          Last checked 2026-09-29

        • Native display ads# Capability

          Ads assembled from native components to match the look of the surrounding content.

          Last checked 2026-09-29

        • Online video ads# Capability

          Also known as Pre-roll ads

          In-stream (pre-roll) and out-stream VAST and VPAID video, targetable by player size, playback mode, skippability and ad position.

          Last checked 2026-09-29

        • Universal video# Capability

          One video placement and ad type that targets desktop, mobile and connected TV device environments together. Generally available since May 2023.

          Last checked 2026-09-29

        • Connected TV ads# Capability

          Also known as CTV ads

          Video ads on streaming TV apps and devices, including Roku-specific placements, with household-level reach, frequency and conversion measurement and CTV exposure retargeting.

          Last checked 2026-09-29

        • Audio ads# Capability

          Digital audio ads on streaming and podcast inventory from audio SSPs such as AdsWizz and Triton.

          Last checked 2026-09-29

        • Mobile ads# Capability

          Display ads built for in-app and mobile web environments.

          Last checked 2026-09-29

      • Certified ad serving partners# Capability

        Third-party ad servers whose tags DSP accepts, such as Flashtalking, Google Campaign Manager 360, GumGum and Nova.

        Last checked 2026-09-29

    • DSP bulksheets# Capability

      Campaign-level spreadsheets for reviewing and editing packages, placements, ad schedules, bid multipliers, ads and pixels offline and uploading them back; every placement setting is editable this way.

      Last checked 2026-09-29

    • Pulse alerts# Capability

      Also known as Pulse Panel

      A panel in campaign views that lists alerts for campaigns, packages, placements, ads, deals and Creative-based placements, with links to fix them, plus email alert subscriptions.

      Last checked 2026-09-29

  • DSP optimization# Collection

    How DSP spends budget: package-level budget allocation to the best placements, then real-time bid appraisal in each auction against the chosen goal.

    Documentation

    Last checked 2026-09-29

    • Optimization goals# Capability

      Preset goals for packages and placements, including lowest CPM, CPC, cost per completion, cost per view and vCPM, always-max-bid variants for CTR, completion, viewability and reach, lowest cost per reach, and highest ROAS or lowest CPA (including click-focused variants).

      Last checked 2026-09-29

    • Custom goals# Capability

      Weighted objectives of conversion and site engagement metrics (Adobe Advertising-tracked, Analytics or feed-based) used by ROAS and CPA packages. Since April 2026 objectives and conversions can be managed directly in DSP; weight recommendations suggest optimal weights.

      Last checked 2026-09-29

    • Custom Algorithms# Capability

      Custom bidding models trained on an advertiser's Adobe Analytics data, including high-value site actions beyond purchases, to optimize DSP bids. In beta from 2025 and generally released in July 2026.

      Last checked 2026-09-29

    • Pre-bid filters# Capability

      Placement-level filters such as viewability, completion and attention thresholds that limit bids to impressions likely to meet a quality bar.

      Last checked 2026-09-29

  • DSP audiences# Collection

    The segments and audiences placements target or exclude: DSP-built segments, reusable audiences, first-party segments from CDPs and Adobe applications, universal IDs and third-party data.

    Documentation

    Last checked 2026-09-29

    • Reusable audiences# Capability

      Saved audience expressions that combine segments and other audiences with Boolean logic, shown with targetable sizes and shared across placements; changes apply everywhere they are used.

      Last checked 2026-09-29

    • Custom segments# Capability

      DSP tracking tags that collect users who saw specific ads (including connected TV exposure segments for retargeting) or visited specific pages, by cookie or ID5 ID.

      Last checked 2026-09-29

    • CCPA opt-out-of-sale segments# Capability

      Segments that capture consumers' opt-out-of-sale requests on a site, with monthly reports of the IDs, for California Consumer Privacy Act compliance.

      Last checked 2026-09-29

    • First-party audience sources# Capability

      Connectors that ingest first-party segments of hashed emails, cookies and mobile advertising IDs from ActionIQ, Adobe Real-Time CDP, Amperity, Optimizely and Tealium and convert them to LiveRamp RampIDs or UID2.0 IDs; Australian advertisers can import AdFixus IDs as-is.

      Integrates with: Real-Time Customer Data Platform

      Last checked 2026-09-29

    • Adobe audiences in DSP# Capability

      Segments from Audience Manager, Real-Time CDP and Analytics (published as CX Enterprise audiences) available as placement targets, for advertisers using Adobe Advertising conversion tags.

      Integrates with: Audience Manager, CX Enterprise Audiences

      Last checked 2026-09-29

    • LiveRamp segment import# Capability

      DSP is a LiveRamp destination, so authenticated RampID segments can be sent from LiveRamp Connect.

      Last checked 2026-09-29

    • Third-party data segments# Capability

      Segments from more than 30 data providers such as eXelate, Eyeota, LiveRamp, Lotame and TransUnion, priced per segment, plus custom third-party segments imported on request.

      Last checked 2026-09-29

    • Contextual targeting# Capability

      Targeting or excluding sites and apps by content context, including over 3,000 Peer39 categories across web, mobile and CTV, set in the placement's site, app and keyword targeting.

      Last checked 2026-09-29

  • DSP inventory# Collection

    The supply DSP buys: open-exchange inventory through SSP partners, Adobe-curated On Demand deals, private and programmatic guaranteed deals, and Simple Ad Serving.

    Documentation

    Last checked 2026-09-29

    • SSP partners# Capability

      Supply-side platforms connected to DSP, including FreeWheel, Google Authorized Buyers, Index, Magnite, Microsoft Monetize, OpenX, PubMatic, TripleLift, Yahoo, and audio SSPs AdsWizz and Triton.

      Last checked 2026-09-29

    • On Demand inventory# Capability

      Also known as On Demand Gallery

      Pre-negotiated, non-guaranteed deals that Adobe curates with premium publishers and broadcasters, which advertisers subscribe to by region from the On Demand gallery.

      Last checked 2026-09-29

    • Private deals# Capability

      Also known as Deal IDs, Private marketplace deals

      Private marketplace deals negotiated directly with publishers, received in the Deal ID Inbox or entered manually, with deal health, deal lists and auction insights.

      Last checked 2026-09-29

      • Programmatic guaranteed deals# Capability

        Guaranteed, fixed-price deals bought programmatically, including FreeWheel PG with ad submission and approval tracking, and publisher-managed ads on Google Authorized Buyers.

        Last checked 2026-09-29

      • Auction insights# Capability

        Visualizes bid request attributes for a private deal over time to troubleshoot delivery.

        Last checked 2026-09-29

    • Simple Ad Serving# Capability

      Guaranteed, non-decisioned ad delivery and reporting for publisher deals that can't run through deal IDs.

      Last checked 2026-09-29

    • Roku inventory# Capability

      A partnership that matches DSP audiences to Roku IDs for deterministic targeting on Roku Network and The Roku Channel, bought through Roku private deals or On Demand, with Roku-specific CTV placements.

      Last checked 2026-09-29

    • Amazon Publisher Services inventory# Capability

      Direct access to the APS Unified Ad Marketplace (such as Fire TV, Twitch and IMDb) for display, online video and CTV, in all regions except the EU, Brazil and Japan. Added in May 2025.

      Last checked 2026-09-29

  • Brand safety and media quality# Collection

    Also known as DSP media quality suite

    Platform-wide and advertiser-level controls that keep ads on real, brand-appropriate inventory.

    Documentation

    Last checked 2026-09-29

    • Ads.txt enforcement# Capability

      Options to buy only from a domain's authorized direct sellers, direct sellers and resellers, or all sellers.

      Last checked 2026-09-29

    • Platform fraud surveillance# Capability

      Adobe's own invalid-traffic monitoring, using IAB and TAG lists and partners, that blocks suspicious domains, publishers and sellers across the platform.

      Last checked 2026-09-29

    • Inventory mapping and tiering# Capability

      Review of all new inventory, tiering of sites (T1 to T3) and DSP site categories for targeting or blocking.

      Last checked 2026-09-29

    • Blocked sites lists# Capability

      A global blocked sites list maintained by Adobe plus account-level and advertiser-level lists.

      Last checked 2026-09-29

    • Verification partner integrations# Capability

      Pre-bid contextual filtering, fraud blocking and viewability filters from Comscore, DoubleVerify, Integral Ad Science and Peer39, DoubleVerify Authentic Brand Suitability segments, and Comscore topic targeting.

      Last checked 2026-09-29

    • Attention targeting and measurement# Capability

      Pre-bid targeting and reporting on Adelaide Attention Units, a media quality score.

      Last checked 2026-09-29

  • Cross-device solutions# Capability

    A LiveRamp device graph integration that extends targeting to a person's known devices and applies people-based frequency caps and cross-device attribution across campaigns, packages and placements.

    Last checked 2026-09-29

  • DSP Planner# Capability

    Also known as Connected TV reach planner

    Forecasts household-level unique reach, CPM and frequency of connected TV plans from 90 days of bid and impression data, shows a reach-budget curve and publisher breakdown, and turns plans into packages and placements. Out of beta since March 2024.

    Last checked 2026-09-29

  • DSP reporting and insights# Collection

    Performance data in campaign views, scheduled custom reports with templates, and visual insights across campaigns.

    Last checked 2026-09-29

    • DSP custom reports# Capability

      One-time or scheduled reports built from dimensions and metrics or from templates, delivered by email or to report destinations (Amazon S3, FTP, FTP SSL, SFTP).

      Last checked 2026-09-29

      • DSP report templates# Collection

        The pre-configured report types in DSP custom reports.

        Last checked 2026-09-29

        • Household reach, frequency and conversion reports# Capability

          Reach, frequency and view-through conversions measured at the household level by IP address rather than by device or cookie; Household Conversions also supports Analytics metrics.

          Last checked 2026-09-29

        • Path to Conversion reports# Capability

          Path to Conversion, Path Length and Time to Conversion reports on the household ad interactions that lead to conversions. Out of beta since July 2025.

          Last checked 2026-09-29

        • DSP Self-Attributed Conversions report# Capability

          Shows DSP's contribution to conversions, including journeys where a later touch such as a search click received last-click credit. Added in August 2026.

          Last checked 2026-09-29

        • Content report# Capability

          Delivery, viewability, attention and conversion metrics by content title, genre and rating.

          Last checked 2026-09-29

        • All-in Cost report# Capability

          DSP spend attributed to Advertising Creative ad serving, for advertisers with both.

          Last checked 2026-09-29

        • Conversion, billing, frequency, device and geo reports# Capability

          Templates for multi-touch conversion attribution, billing, frequency by impression or by site or app, and device and geographic breakdowns.

          Last checked 2026-09-29

    • DSP insights# Capability

      Also known as Performance insights dashboard

      Visual cross-campaign insights on Home, Household Reach, Household Conversion and Audience Analysis tabs, exportable to PDF or Excel. Since October 2026, advertisers with Analytics for Advertising also get Delivery Composition (how the bidding model spends across users by likelihood to convert) and Organic Seed Profile (the interests, times, locations and devices of converters).

      Last checked 2026-10-20

  • DSP administration# Capability

    Users and invitations, account funding, supported currencies, conversions, custom objectives, blocked sites and alert subscriptions. Sign-in moved to Adobe IMS in 2025.

    Integrates with: Admin Console

    Last checked 2026-09-29

• Adobe Advertising Search, Social, & Commerce# Application

  Also known as Advertising Search, Social, & Commerce, Search, Social, and Commerce, Adobe Advertising Search, Adobe Media Optimizer, SSC

  The part of Adobe Advertising that manages and optimizes campaigns on walled-garden ad networks such as Google Ads, Microsoft Advertising and Meta. It groups campaigns into portfolios, models clicks and revenue, and sets bids and budgets to maximize a weighted objective, or uploads that objective to the networks' own smart bidding. Formerly Adobe Advertising Search and Adobe Media Optimizer.

  Product page | Documentation | Release notes

  Last checked 2026-09-29

  • Supported ad networks# Collection

    Ad networks whose accounts SSC syncs by API for management, tracking, optimization and reporting. Support differs by network, campaign type and ad type.

    Documentation

    Last checked 2026-09-29

    • Google Ads in SSC# Integration

      Search (including AI Max), shopping, Performance Max, Demand Gen, app, display and YouTube campaigns, with create and edit support for most search and shopping objects, Google recommendations and enhanced conversions for leads.

      Last checked 2026-09-29

    • Microsoft Advertising in SSC# Integration

      Search, audience network (image, feed, video and CTV video), Performance Max, shopping campaigns for brands and Microsoft Store ads, plus enhanced conversions for offline conversions.

      Last checked 2026-09-29

    • Meta Ads in SSC# Integration

      Synced Meta Ads campaigns with minimal editable settings and AMO ID tracking for Analytics conversion reporting; Meta is included in shared cross-network portfolio goals.

      Last checked 2026-09-29

    • ChatGPT Ads in SSC# Integration, beta

      Creates and manages OpenAI ChatGPT Ads accounts, campaigns, ad groups and chat card ads (image-based sponsored placements beside ChatGPT conversations) in the new UI, with impression, click and cost data. Adobe tracking, audience targeting, optimization, bulksheets and Analytics reporting are not supported. Added on 2026-10-05; onboarding goes through the Adobe account team.

      Last checked 2026-10-20

    • Regional and legacy networks# Integration

      Yahoo DSP (display and search, read-only), Yandex, LY Ads (formerly Yahoo! Japan Ads), Baidu (existing accounts only) and Naver tracking-only accounts with uploaded metrics.

      Last checked 2026-09-29

  • SSC optimization# Collection

    Portfolio-based bid and budget optimization: SSC compares possible budget allocations across a portfolio and executes the bids, budgets and bid strategy targets expected to give the best return.

    Last checked 2026-09-29

    • Portfolios# Capability

      Also known as SSC portfolios

      Sets of campaigns or ad sets optimized to one objective with a spend strategy and constraints. Keyword-level, campaign-level and hybrid portfolios cover manual, enhanced and smart bidding strategies; portfolios can be grouped for composite reporting.

      Last checked 2026-09-29

      • Constraints# Capability

        Bid and budget limits for campaigns, ad groups and bid units, including campaign spend allocation limits within a portfolio.

        Last checked 2026-09-29

      • Model accuracy and forecast reports# Capability

        Downloadable reports on how well the portfolio's click and revenue models predicted actual results.

        Last checked 2026-09-29

    • Objectives# Capability

      Also known as SSC objectives

      Weighted sets of conversion metrics (Adobe Advertising, Analytics, Google, feed-based) that portfolios optimize toward and that DSP uses as custom goals, with weight recommendations and separate mobile weights.

      Last checked 2026-09-29

    • Objective upload to ad networks# Capability

      Also known as Publisher assist, Adobe Performance Assist

      Uploads weighted objective values at click-ID level to Google Ads and Microsoft Advertising, up to hourly, so the networks' smart bidding optimizes on the advertiser's own conversion data.

      Last checked 2026-09-29

    • Simulations# Capability

      Weekly and custom portfolio simulations that predict cost and revenue at different spend levels, with or without constraints, viewable on screen or downloadable.

      Last checked 2026-09-29

    • Spend Planner# Capability

      Also known as Spend Recommendation Tool, Spend Recommendations

      Recommends the optimal spend split across portfolios with the same objective and currency and can apply the recommended daily budgets.

      Last checked 2026-09-29

  • SSC campaign management# Collection

    Creating and editing ad network campaigns, ad groups, keywords, ads, extensions, product groups and audiences from SSC views, bulksheets and inventory feeds.

    Documentation

    Last checked 2026-09-29

    • SSC bulksheets# Capability

      Spreadsheet files for creating and editing account structures in bulk, per ad network.

      Last checked 2026-09-29

    • Inventory feeds# Capability

      Product or inventory data files run through ad templates to generate and update campaigns, ad groups, keywords and ads (text, responsive search and shopping) automatically.

      Last checked 2026-09-29

    • SSC audiences# Capability

      Audience targets and exclusions, dynamic remarketing audiences, and Google Ads customer match audiences built from Audience Manager, Analytics or Adobe Campaign lists.

      Integrates with: Audience Manager, Campaign

      Last checked 2026-09-29

    • Label classifications# Capability

      Custom classification labels and values assigned to account components for filtering and reporting.

      Last checked 2026-09-29

    • SSC asset library# Capability

      Reusable text, image and video assets in Google Ads and Microsoft Advertising account-level asset libraries, including AI-generated assets from AI Max campaigns, plus shopping product groups for network campaigns.

      Last checked 2026-10-20

  • SSC tracking# Collection

    Click tracking and conversion tracking that tie ad clicks and impressions to site conversions for optimization and reporting.

    Documentation

    Last checked 2026-09-29

    • Click tracking# Capability

      Tracking URLs with EF ID redirects and AMO ID parameters that SSC can generate and upload to the networks automatically on each sync.

      Last checked 2026-09-29

    • Conversion tracking# Capability

      Conversion sources for SSC: the Adobe Advertising conversion tag, Adobe Analytics, Google Ads and Google Analytics data sources, advertiser-tracked conversion feeds and offline conversion uploads.

      Last checked 2026-09-29

  • SSC reporting and insights# Collection

    Reports, dashboards, insights, recommendations and alerts in Search, Social, & Commerce.

    Last checked 2026-09-29

    • SSC reports# Capability

      Standard and specialty reports (such as Google AI Max search term and Performance Max placement reports), scheduled delivery, spreadsheet feeds, custom metrics, attribution rules and optional modeled conversions.

      Last checked 2026-09-29

    • Advertising Insights# Capability

      On-demand analyses of active portfolios delivered as PowerPoint, Excel or on-screen reports, such as settings audits, model accuracy, attribution analysis, day-of-week, impression share lost, quality score and AMO-Analytics tracking discrepancy.

      Last checked 2026-09-29

    • Publisher recommendations and insights# Capability

      Google Ads and Microsoft Advertising recommendations that users can apply or dismiss from SSC, with a log.

      Last checked 2026-09-29

    • SSC performance dashboard# Capability

      Cross-portfolio trends, biggest movers and spend distribution by network for the last 90 days.

      Last checked 2026-09-29

    • Custom alerts# Capability

      Alert templates that notify users when performance metrics cross specified thresholds.

      Last checked 2026-09-29

  • SSC new user interface# Capability

    The redesigned SSC interface on experience.adobe.com; by May 2026 it covered most features, including reports, bulksheets, accounts and the Spend Planner, with links to the legacy UI for the rest.

    Last checked 2026-09-29

• Adobe Advertising Creative# Application

  Also known as Advertising Creative, Adobe Advertising Creative 2.0, Creative 2.0

  A self-service tool for building personalized, rules-based or optimized ad experiences from creative libraries and product feeds, and serving them as tags in Advertising DSP or any other DSP. Version 2.0 replaced Adobe Advertising Dynamic Creative Optimization (DCO) in 2025.

  Product page | Documentation | Release notes

  Last checked 2026-09-29

  • Creative Studio# Capability, beta

    Also known as Advertising Creative Studio

    A generative AI workspace, in beta since July 2026, where users build, resize and refine display and video ads through a chat interface, grounded in brand profiles. It has Creatives, Templates and Assets tabs.

    Documentation

    Last checked 2026-09-29

    • Ad Variations Generator# AI agent, beta

      The Creative Studio AI assistant that generates up to 10 ad concepts per session with headlines, CTAs, body copy and background images, and resizes ads to IAB sizes. For catalog-driven dynamic ads it switches to previewing and quality-checking generated combinations.

      Last checked 2026-09-29

    • Advertising brand profiles# Capability, beta

      Profiles holding a brand's logos, color palette, voice, image standards and channel copy guidelines, used to keep Creative Studio output on brand.

      Last checked 2026-09-29

    • Creative Studio templates# Capability, beta

      System and user display and video ad templates, including imported HTML5 templates as ZIP files. Since October 2026 the AI can also turn an existing static display ad image into an editable template, refined through natural-language requests.

      Last checked 2026-10-20

    • C2PA content credentials# Capability, beta

      C2PA provenance metadata attached automatically to images generated or edited with generative AI in Creative Studio.

      Integrates with: Content Credentials

      Last checked 2026-09-29

  • Creative libraries# Capability

    Per-advertiser libraries of standard creatives (image, HTML5, third-party, first-party video) and dynamic creatives, grouped into bundles for use in experiences.

    Last checked 2026-09-29

    • Experience Manager image assets# Integration

      Imports approved images from an Adobe Experience Manager asset library into creative libraries.

      Last checked 2026-09-29

    • GenStudio for Performance Marketing import# Integration

      Imports display ad experiences from GenStudio for Performance Marketing, each variant as an HTML5 creative. Available since January 2026.

      Last checked 2026-09-29

  • Ad experiences# Capability

    Ad experiences that decide which creative to serve. Targeted experiences use a decision tree of audience, geo, retargeting and other nodes; non-targeted experiences schedule and rotate creatives without targeting.

    Last checked 2026-09-29

    • Creative optimization and scheduling# Capability

      Weighted, optimized (AI-driven) or sequenced rotation of creative bundles, with schedules; video experiences can optimize on click-through, completion rate or a custom goal.

      Last checked 2026-09-29

    • Experience ad tags# Capability

      JavaScript or iframe tags generated for live experiences, implemented as third-party ads in any DSP or uploaded directly to a DSP campaign.

      Last checked 2026-09-29

  • Dynamic ads and feeds# Capability

    Catalogs, feed templates and dynamic ad templates that generate display ads and, since February 2026, VAST video ads for CTV, web and apps from product or content data.

    Last checked 2026-09-29

  • Retargeting pixels# Capability

    Pixels that collect site visitors with specified attributes as targets for creatives in experiences.

    Last checked 2026-09-29

  • Creative performance reports# Capability

    Experience-level performance reports, Custom Creative reports and alerts; with Analytics for Advertising, variant- and branch-level data also appears in Adobe Analytics.

    Last checked 2026-09-29

  • Adobe Advertising Dynamic Creative Optimization# Capability, deprecated

    Also known as Adobe Advertising DCO

    The legacy dynamic creative tool. Its experiences, ad tags and conversion pixels were deprecated in 2025 and rebuilt as dynamic ads and experiences in Creative 2.0.

    Replaced by Dynamic ads and feeds

    Last checked 2026-09-29

• Adobe Advertising AI Assistant# AI agent

  Also known as Advertising AI Assistant

  A conversational assistant in Adobe Advertising that runs several agents behind one interface: campaign diagnostics and recommendations, audience building, custom goal recommendations and product how-to help. Adobe presented it at Summit in April 2026.

  Last checked 2026-09-29

  • DSP troubleshooting agent# AI agent, limited availability

    Diagnoses a live placement's spending problems (pacing, bidding, targeting, budget caps) or a live package's rising CPA or falling ROAS and recommends fixes; it cannot change settings. Its help page is not yet published on Experience League.

    Last checked 2026-09-29

  • DSP audience agent# AI agent, beta

    Builds reusable audiences from natural-language descriptions by suggesting third-party segments and writing the audience expression for use as targets or exclusions. In beta since May 2026.

    Last checked 2026-09-29

  • Custom goal weight recommendations# Capability

    Algorithmic recommendations for the weights of metrics in objectives used as custom goals.

    Last checked 2026-09-29

  • AI-assisted documentation search# Capability

    A chat interface in DSP that answers how-to questions from the DSP and Creative guides with citations, without access to account data. English only; added in April 2026.

    Last checked 2026-09-29

  • Planned Advertising agents# Capability, announced

    Agentic capabilities Adobe said it would add in 2026: campaign setup, creative generation, advertising journey setup and campaign insights.

    Last checked 2026-09-29

• Advertising identity and measurement# Collection

  The identifiers, tracking and measurement services shared by DSP, Search, Social, & Commerce and Creative.

  Last checked 2026-09-29

  • AMO ID# Capability

    Also known as s_kwcid

    A tracking parameter that identifies each ad combination (channel, account, campaign, ad and more) and classifies Adobe Advertising impressions, clicks and cost in Analytics and CJA.

    Last checked 2026-09-29

  • EF ID# Capability

    A token that ties site activity to a specific ad click or exposure on a browser or device, used as the key for sending Analytics and CJA conversions back to Adobe Advertising for bidding and reporting.

    Last checked 2026-09-29

  • Universal ID support# Capability

    Cookieless, people-based targeting and measurement with LiveRamp RampIDs, Unified ID 2.0, ID5 and AdFixus IDs, reported by ID type in custom reports and Analytics.

    Last checked 2026-09-29

  • Adobe Advertising conversion tracking# Capability

    Pixel-based tracking of site conversions after ad clicks and impressions, with configurable attribution rules, used for optimization and reporting across Adobe Advertising.

    Last checked 2026-09-29

  • Advanced measurement solutions# Capability

    Also known as Advanced Measurement & Strategy

    Measurement studies run by Adobe's Advanced Measurement & Strategy team: household reach and conversions, halo effect on search, X-Screen+ reach against linear TV, people-based reach, panel surveys, foot traffic, transaction measurement and Experiment Designer A/B tests.

    Last checked 2026-09-29

• Advertising integrations with CX Enterprise# Collection

  Integrations between Adobe Advertising and other Adobe applications for measurement, audiences, testing and creative.

  Documentation

  Last checked 2026-09-29

  • Analytics for Advertising integration# Integration

    Data exchange between Adobe Analytics and Adobe Advertising: ad impressions, clicks, cost and view-through data flow into Analysis Workspace, while Analytics events and segments flow back for bid optimization and retargeting. Uses the Last Event Service library and AMO and EF IDs.

    Integrates with: Analytics for Advertising, Analytics

    Documentation

    Last checked 2026-09-29

    • Marketing Channels with Advertising data# Capability

      Processing rules that use Adobe Advertising IDs to classify paid media traffic in Analytics Marketing Channels.

      Integrates with: Marketing channels

      Last checked 2026-09-29

    • Analytics conversion metrics in Advertising# Capability

      Standard, custom and reserved Analytics events, and custom success events built from eVars and props, available as bid signals and in Advertising reports.

      Last checked 2026-09-29

    • Last Event Service with Web SDK# Capability

      Changes needed to keep ID stitching when moving Analytics for Advertising from visitorAPI.js to the Web SDK.

      Integrates with: Web SDK

      Last checked 2026-09-29

  • Customer Journey Analytics integration# Integration

    Bi-directional exchange between Adobe Advertising and CJA: campaign performance data and network-tracked conversions flow into CJA, and CJA attribution data flows back for optimization. Works on top of Analytics for Advertising or natively through the Web SDK (generally available since June 2026).

    Integrates with: Advertising integration, Customer Journey Analytics

    Documentation

    Last checked 2026-09-29

  • Audience Manager integration# Integration

    Audience Manager and other Adobe segments imported for DSP, Creative and Google Ads customer match targeting; DSP impression and click data sent to Audience Manager as traits; and Audience Analytics for Advertising customers.

    Integrates with: Audience Manager, Media data integration, Audience Analytics

    Documentation

    Last checked 2026-09-29

  • Adobe Advertising DSP destination# Integration

    Also known as Adobe Advertising DSP connection

    The Experience Platform destination that shares Real-Time CDP audiences with DSP using hashed emails (converted to RampID or UID2.0), ECIDs and Adobe Advertising cookies, or mobile advertising IDs. It replaced a legacy hashed-email-only connection.

    Integrates with: Advertising destinations, Real-Time Customer Data Platform

    Documentation

    Last checked 2026-09-29

  • Publisher data collaboration# Integration

    Discovery, reach and measurement of known and unknown audiences through publisher data collaboration, activated in DSP through programmatic guaranteed deals.

    Integrates with: Real-Time CDP Collaboration

    Last checked 2026-09-29

  • Target integration# Integration

    Click-through and view-through signal sharing so Adobe Target can run A/B tests on traffic from DSP and SSC ads, analyzed in Analysis Workspace.

    Integrates with: Target

    Last checked 2026-09-29

  • Adobe Advertising Cloud extension# Integration

    An Experience Platform Tags extension that deploys Adobe Advertising conversion tracking tags and third-party tags on landing pages.

    Integrates with: Tag extensions catalog

    Last checked 2026-09-29

  • GenStudio for Performance Marketing integration# Integration

    Brings ad variants created in GenStudio for Performance Marketing into Advertising Creative, as-is or converted into dynamic creatives, for activation in DSP.

    Last checked 2026-09-29

• Advertising privacy and policies# Collection

  Privacy controls and usage policies that apply across Adobe Advertising.

  Documentation

  Last checked 2026-09-29

  • Consumer privacy support# Capability

    GDPR and CCPA data access and delete requests, CCPA opt-out of sale, and Digital Advertising Alliance opt-outs from behavioral targeting that cover cookies, mobile IDs and hashed emails.

    Last checked 2026-09-29

  • Advertising policies and guidelines# Capability

    The ads requirements policy, universal ID requirements policy, acceptable health segment guidelines and DSP data usage guidelines.

    Last checked 2026-09-29

• Adobe Advertising APIs# API / SDK

  Also known as Adobe DSP API

  REST APIs for DSP reporting, trafficking (campaign objects) and metadata, authenticated with a user ID and API secret key provisioned by the Adobe account team. Documentation is shared privately rather than on developer.adobe.com.

  Last checked 2026-09-29

Sources 5

• business.adobe.com/products/advertising.html
• experienceleague.adobe.com/en/docs/advertising
• experienceleague.adobe.com/en/docs/advertising/search-social-commerce/intro/about
• experienceleague.adobe.com/en/docs/advertising/dsp/introduction/dsp-about
• helpx.adobe.com/legal/product-descriptions/adobe-advertising-cloud.html