Adobe is going live with a refresh for its Marketing Cloud suite and a third iteration of its social advertising platform, as it hails social networks as “a unique opportunity for marketers”.

The interface update, trailed in March, brings closer together the analytics, experience management, targeting, media optimisation and social planks of Adobe’s Marketing Cloud advertiser platform.

The 3.0 version of its Adobe Social component, for managing social marketing campaigns, adds abilities to listen for mentions on new social networks and to publish on LinkedIn.

In this video interview with Beet.TV, Adobe’s Analytics and Adobe Social VP Bill Ingram says: “We’re seeing social start to assert itself as a real player in the media mix at the CMO level. Social networks represent a unique opportunity for advertisers to engage with customers.”

Here’s a report from ZDNet on the announcement.