The longstanding rumors about Adobe/Omniture entering the dynamic ad space came true today.
Interesting on a number of levels:
1. As discussed, we see a continuing trend of optimization companies migrating into adjacent segments. In this case, a L3 player has migrated into L2. (Did ADBE just become a potential buyer of DSP technologies? That would complete their stack.) Strategically, I like it – execution will now be the key.
2. Adobe/Omniture is much larger than most other participants in this space, the principal exception being Teracent/Google. Though they’re new in the space, expect them to leverage existing relationships to sell these additional services through.
3. The potential impact this may have on Flash as the de facto standard for dynamically generated ads.