COLOGNE — Who’d be a marketer these days? With device fragmentation, channel proliferation and the up-ending of the traditional “funnel” comes a whole set of challenges, says Adobe strategy VP Suresh Vittal.

At the DMEXCO conference, Vittal’s company announced a deal in which all of Publicis’ agencies will have access to a new suite, Always-On platform, that is powered by Adobe Marketing Cloud and offers content creation, audience segmentation, campaign tracking, measurement and more.

“The marketing transformation that’s happening in the industry because of digital, the disruption of multi-channel and audience fragmentation is going to require a technology and an analytical-driven process,” Vittal told Beet.TV in this panel interview with Ashley J. Swartz, Founder and CEO of Furious Minds at DMEXCO.

“Marketers have varying levels of confidence when it comes to the technology options.” Vittal said Adobe and Publicis were “coming together to solve marketers problems”.

Also at DMEXCO, we spoke with Publicis executive Rishad Tobaccowala about the alliance with Adobe and the rise of DMP’s.

This video is part of series of videos covering DMEXCO.  Please find all of our coverage of the show right here.