Dive Brief:

• At the Adobe Summit this week, Adobe made several announcements about its marketing cloud. 
• The company introduced a long list of features that will expand its products into the markets of the Internet of Things, wearables, and ad tech. 
• Adobe described its updated marketing cloud as the “one-stop shop for all your targeting, data and billing needs within one platform, [which is] an incredibly valuable step toward true programmatic.”

Dive Insight: 

Adobe has made it clear it wants its marketing cloud to be the best. However, it has some serious competition from Salesforce, Oracle, and other competitors.