Adobe Marketing Cloud Exchange Introduced as Marketplace

Adobe (ADBE) is moving ahead with the next major release of its Marketing Cloud offering. The company launched Adobe Marketing Cloud Exchange, a cloud marketplace offering more than 150 apps, and an accompanying partner program.

Adobe described the Marketing Cloud Exchange marketplace as a core service that provides customers with a marketplace for pre-built applications and integrations between Adobe solutions and third-party apps. The marketplace extends the functionality of Marketing Cloud, integrates additional data sources and "enhances the master marketing profile."

It hosts more than 150 apps and, according to Adobe, is used by 1,200 major brand customers serving digital marketers around the world.

"The Adobe Mar­ket­ing Cloud Exchange Pro­gram is the most effec­tive way for Adobe’s part­ners to lever­age their resources to build reusable inte­gra­tions with Adobe Mar­ket­ing Cloud and make those inte­gra­tions dis­cov­er­able and avail­able to Mar­ket­ing Cloud cus­tomers," wrote Suresh Vittal, vice president of Marketing Strategy for Adobe's Digital Marketing business, in a prepared statement. "Exchange is the public-facing vehi­cle through which par­tic­i­pants in the Adobe Mar­ket­ing Cloud Devel­oper Con­nec­tion may pro­mote and pro­vide access to their specifically developed apps and inte­gra­tions with the Mar­ket­ing Cloud."

Adobe first entered the digital marketing business in 2009 through the acquisition of Omniture, and it has continued to expand its offerings since. Adobe Marketing Cloud makes up about 20 percent of the company's current estimated value, and it represented $1 billion in revenue in the company's fiscal 2013 year

A marketplace should make its digital marketing cloud offerings even more accessible, and tying in partners' apps will present new opportunities for Adobe's existing partners. It also could present new opportunities to future partners.

Customers can browse apps and integrations on the marketplace by industry or by related Adobe technology.