Adobe Marketing Cloud opens Exchange for third-party apps

Announced amid the Adobe’s EMEA Summit in London this week, the software giant introduced Exchange, an online marketplace already defined as a new cornerstone for the digital marketing and analytics platform.

The portal will host applications and integrations for services made both by Adobe and industry partners. Some familiar examples already tapped include Google DDM, Microsoft Dynamics CRM, and Tableau.

Adobe boasted Exchange already hosts "hundreds of apps" and is used by more than 1,200 brand customers globally.

The San Jose-headquartered company also introduced a handful of other upgrades for its digital marketing portfolio on Wednesday, chiefly around mobile, predictive marketing, and real-time analytics.

Adobe Anatlyics, previously known as SiteCatalyst, is getting a Firehose that will pipe out a stream of raw data in real-time that can be used across other Marketing Cloud products. These features are slated to roll out this spring and require a license for Adobe Analytics Premium.

Adobe Media Optimizer is getting new predictive marketing capabilities intended to increase ad campaign performances by up to 25 percent. Adobe Campaign is honing in on mobile by encouraging marketers to build campaigns from tablets.

These upgrades follow the facelift Adobe unveiled at its stateside Summit in Salt Lake City in March. Those moves were crafted to stitch together audience profiles, advertising planning, and content management tools across mobile and Web channels.

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