Dive Brief:

• At its EMEA (Europe, Middle East, and Africa) Summit in London, Adobe revealed several major updates to its Marketing Cloud platform. 
• At the top of the list was Exchange, an online marketplace for third-party apps and integration for the marketing and analytics platform. 
• Also among new features are improved Adobe Analytics, a revised Adobe Media Optimizer, and the new Adobe Experience Manager Communities, a software-as-a-service solution meant for social learning and sales engagement. 

Dive Insight: 

Improvements to the Adobe Marketing Cloud are opening up new opportunities for firms that are already users of the platform or want to develop apps for the marketplace. Opening up the cloud to third-party apps will provide users of the platform a wider variety of ideas and influences in their campaigns.