Flashtalking, a leading global independent platform for ad management, data activation and unified insights, announced its partnership with Adobe Advertising Cloud to launch identity-based ad management and insights for advertisers, putting advertisers back in control. Through an integration and joint roadmap, the platforms will enable advertisers to analyse data on their own terms at a granular level and transparent and fully optimised data analytics capability.

Establishing a single source of truth across every ad advertisers buy is becoming increasingly difficult as large media owners and tech platforms limit data access and reduce the role of independent measurement. While choosing an ad server has become a strategic decision, ad servers have become a source of truth in measuring and verifying the delivery and performance of media and creative.

The partnership emerges after more restrictive data practices in the industry, offering a welcome alternative to advertisers that have come to expect transparency and unhindered optimisation. Adobe Advertising Cloud promises to deliver value by allowing advertisers to combine media exposure data in Flashtalking’s ad server, then push that data to a platform of their choice or allow deeper analysis within Flashtalking. They will also be able to map the customer journey across audiences, devices and screens for a better view of user engagement, as well as tie ads toget

“This partnership gives advertisers who value control of their own data, or who believe in checks and balances and wish to separate media sales from delivery and measurement, a true alternative to access and measure performance at a deeper level across direct and automated ad buys,” said Sahil Gupta, director of global partnerships at Adobe Advertising Cloud.

“By combining Adobe Advertising Cloud’s advertising platform — which aggregates roughly $3 billion in ad spend across both TV and digital — with top capabilities from Flashtalking, advertisers can embrace an open ecosystem that minimises friction and potential conflicts of interest,” Gupta continued.

Advertising Cloud customers will also be able to activate Flashtalking’s pre-certified ad serving solutions.