Many people associate Adobe Systems Incorporated (NASDAQ:ADBE) age-old and outdated content creation applications like, Illustrator, Photoshop, Premiere Pro and Acrobat. Because of this notions, it is again easy for one to forget the level at which the current Adobe is a product of many acquisitions. Many people also don’t recognize the extent the company has expanded its business empire to start offering marketing services and software.

Adobe boosts of long experience in fusing a number of highly used solutions. Adobe’s Creative Cloud for example offers a common ground for developer tools, management software and cloud services for its content creation applications. The company has also built the integrated workflows system for its Marketing Cloud platform and Creative Cloud applications.

The company’s announcement of its annual Digital marketing Summit is an indication of its ambitions to integrate and consolidate all its offerings used by advertising and marketing pros as well as enable third parties to easily integrate their products with Adobe’s applications.

At the center of these moves, is the plan to set up a common platform called Experience Cloud to be used exclusively for products that Adobe had grouped in its “Marketing Cloud.” Consequently, Marketing Cloud will be split into three parts of the Experience Cloud with features like Experience Manager, Target and Social. Experience Manager is used to set and manage marketing content across several platforms; Target enables marketers to customize their user experience while Social is used to run social media advertising campaigns.

Another element of the Experience Cloud called Advertising Cloud allows companies to optimize display, search and video ad campaigns. The Advertising Cloud pairs Adobe’s display ad-buying and Media Optimizer search tools with the TubeMogul’s video ad-buying platform that was acquired recently. Additionally, the Analytics Cloud integrates the Adobe Analytics tool used to offer metric insights from customers with Audience Manager which is used to create audience and customer profiles.

Adobe’s Advertising Cloud has been a source of attention and speculations because it makes Adobe a strong player in the ad tech industry where tech giants like Facebook Inc (NASDAQ:FB) and Alphabet Inc (NASDAQ:GOOGL) are dominant players.