“We understand that this change may be disruptive to some customers and we’re committed to assisting them in migrating operations to another platform,” Levitt said.
Adobe does not have a large presence in the political ad space. A Democratic digital operative, who was granted anonymity to speak freely, said “very few” political operations use the platform.
However, Adobe is a major player in the advertising technology market, which helps serve, buy and sell advertising online and on the mobile web. While not used as frequently as Google’s products, Adobe Advertising Cloud is a major destination for advertisers. The company brought in $3.2 billion in revenue last year from advertising.
As a result, political advertisers who don’t want to have to comply with Google’s restrictions will have much more limited options. Google has restrictions on how political ads can be targeted, limiting advertisers to age, gender and zip code and prohibiting targeting based on party affiliation or prior voting history. The company also announced Friday that it would limit advertisements that seek to show or seek to distribute hacked materials.
Adobe’s decision was first reported by The Wall Street Journal.
Nancy Scola contributed to this report.