Hit anti-superhero flick “Deadpool” got made with what’s been called an all-Adobe workflow . No wonder Adobe Systems ( ADBE ) CEO Shantanu Narayen sounds a fan. In a keynote address kicking off the Adobe Summit 2016 digital marketing conference Tuesday, he used the cheeky comic book movie to illustrate how the content world’s gone digital. Adobe, of course, makes the Creative Cloud digital tools, such as Photoshop and Premiere Pro video editing software, and the Adobe Marketing Cloud tools used to track online content popularity and to power advertising decisions. The company gets a near-top IBD Composite Rating of 97, and the stock hit a new high in high volume Friday, after Adobe beat analyst views in its first-quarter earnings report and lifted its annual sales and earnings guidance. After February’s market dip, Adobe stock is back where it was in early January. How ‘Deadpool’ Went Digital “Last year one of the biggest media companies in the world decided to make an unknown superhero as big as Captain America without the usual big media and TV spots,” Narayen said in a livecast keynote from the event in Las Vegas that he said drew more than 10,000 attendees. “Deadpool, a brash antihero most people had never heard of, wove his way into their lives through using one of the most innovative digital and social media campaigns ever.” “Deadpool,” by film folks at Twenty-First Century Fox ( FOX ), “shattered all box office records and is on the way to becoming the highest-grossing R-rated movie in film history,” Narayen said. He went on to talk about how MasterCard ( MA ), too, had moved to “pivot” a bit from traditional ad strategy toward online and social forms, exemplified by its #Priceless Surprises campaign that included things like winning a trip to the Grammy Awards. “Businesses must re-imagine how they interact with customers in a digital-first and digital-enabled world,” Narayen said, adding that “getting content to the right person at the right place at the right time takes data” — that is, the ability to analyze and target. Adobe Summit 2016 Debuts Adobe made several announcements in conjunction with its annual Summit show, including these three Adobe Marketing Cloud enhancements , among others: Adobe Certified Metrics , which standardizes some digital page and video viewership data that’s tracked in the Marketing Cloud. That will allow measurement partners, such as ComScore ( SCOR ) and Nielsen ( NLSN ), to “provide a complete view of total digital audience engagement across TV and digital,” which could boost ad-revenue opportunities. A new developer portal , Adobe.io. A TV recommendation engine called Adobe Primetime Recommendations, based on how the majority of U.S. households watch streaming TV and movies. It could be used by media companies and other kinds of firms to power what Adobe calls ” the next generation of TV recommendations.” TV Ratings For Digital Ad-Buying After viewing migrating away from the television itself toward online viewing via devices such as mobile phone screens and tablets, some online video viewing is now “going back to the living room,” Jeremy Helfand, Adobe’s vice president of video solutions, told IBD. “Over 20% of ‘TV Everywhere’ viewing is happening on connected devices — Apple ( AAPL ) TV, Roku or ( Sony ( SNE )) PlayStation or ( Microsoft ( MSFT )) Xbox, which is quite remarkable.” Historically, he says, “there was one currency — it was Nielsen — that’s what was used in order to purchase advertising,” Helfand said, “largely through upfronts and some residuals — that’s how advertising was bought and sold.” But tracking how many people are watching what these days, across a bunch of devices and websites, hasn’t been easy and that has hampered online video monetization efforts. Adobe Certified Metrics, which involves a developing partnership with ComScore following last year’s link-up with Nielsen, is one way that Adobe aims to make audience measurement easier and more standardized. “You’ve seen ComScore merge with Rentrak trying to bring digital and linear together just as Nielsen is,” Helfand said. “And you’re also seeing some media companies build their own definitions of who their audiences are, and go out to (ad) buyers and say ‘here’s my audience’.” The partnerships and platform development further Narayen’s goal of Adobe products and services being able to “make, monetize and measure” the digital experiences that people have in today’s world of content. The hope is that in turn will make Adobe software more crucial across a breadth of industries. In its Q1 report last week, digital marketing segment revenue at Adobe reached $406.2 million, which Pacific Crest Securities analyst Brendan Barnicle said, in a research note, was “better than the expectation of $402.7 million.” He added that the Summit event this week was “likely to provide additional positive announcements on the marketing business.” Adobe added 798,000 new subscribers for its Creative Cloud businesses last quarter, and Barnicle noted that 30% of them were new to Adobe. He sees more CEOs driving adoption of Adobe products. “Like Salesforce.com ( CRM ) and Workday ( WDAY ), Adobe is seeing more CEOs make purchasing decisions,” he wrote. “In the 2016 Pacific Crest CFO Survey, both CIOs and CMOs saw a decline in the portion of the IT budget that they control. We believe that CEOs are making more IT decisions than ever before. They are looking to move their businesses to digital and to the cloud, and Adobe is one of several beneficiaries.” The Adobe Summit runs through Thursday, with actor George Clooney among speakers listed for the event — albeit most come more from the tech side than from Tinseltown. San Jose, Calif.-based Adobe has offices around the globe, including in Diegem, Belgium. It’s just outside Brussels, where terrorist attacks hit the airport and a subway station early Tuesday. Narayen started his talk with condolences, and despite its Summit event @Adobe said it was keeping its Twitter account silent for the day, in light of the Brussels situation.