As per Gartner chart Adobe is in Leaders Quadrant.
Adobe Analytics of today is Omniture SiteCatalyst, formerly SuperStats, was Omniture’s flagship service that provided internet traffic data and analysis.
SuperStats was originally launched in 1997 and became the flagship product of predecessor company MyComputer.com.
In May 2002, SuperStats became SiteCatalyst and MyComputer.com became Omniture.
Omniture was acquired by Adobe on October 23, 2009. Features from SiteCatalyst were combined with Omniture Test&Target as SiteCatalyst NetAverages, which was included with Adobe Creative Suite 5 and CS Live in May 2010.SiteCatalyst (and the former Omniture company) are now known as Adobe Analytics.
Adobe acquired Omniture for $1.8 billion.
Is Adobe Analytics a SAAS?
Yes, Adobe Analytics is a SAAS(Software as a solution)
History of Adobe Tag Management Tools Development
For Tagging through SiteCatalyst UI, in 2011 Adobe announced the release of Adobe Tag Manager, later in 2013 Adobe Acquired Satellite TMS(developed by Search Discovery) and rebrand that as Adobe Dynamic Tag Management. Adobe DTM was available to all existing Adobe experience Cloud customers at no additional cost.
In 2021 Adobe completely replaced DTM by Adobe Launch
As the restrictions on cookies become stricter the use of server side tag manager is trend now.
Mid 2020 Google Tag Manager (GTM) released released server side tagging after that Adobe Launch also release server side tagging.
In Future Server Side Deployment will become the mainstream deployment.
Update : 5- Nov-2022
Google is getting rid of ‘similar audiences’ in Google Ads in May 2023 as one of the efforts to stop relying on third-party cookies data.
“Starting in May 2023, similar audiences segments for targeting and reporting will no longer be generated. You will not be able to add any existing similar audiences segments to any campaigns or ad groups in Google Ads or Display & Video 360.
Active campaigns with similar audiences segments will continue to serve through August 1, 2023, after which these segments will be removed from all ad groups and campaigns.
You’ll continue to have access to historical reporting for similar audiences segments from past campaigns. ” – Google
Google wants you to use ‘optimized targeting’, ‘audience expansion’, and ‘smart bidding’ as substitutes for similar audiences.
Standard Reports in Adobe Analytics is going to sunset soon and Analysis workspace is going to mainstream reporting tool.
Mobile Score Card is already getting popular and may be there is plan to enhance Analysis Workspace as well.
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