Adds Demdex’s Omniture, an audience optimisation offering to its Online Marketing Suite
Adobe Systems has acquired privately held data management platform firm Demdex, in an effort to bring audience optimisation to $109bn global online ad market.
Audience optimisation is the intelligent collection, compilation and management of anonymous audience data and is strategic to publishers and advertisers focused on increasing the efficiency of buying and selling online ads.
The addition of Demdex to the Adobe Online Marketing Suite, powered by Omniture, delivers an audience optimisation solution that will enable advertisers and publishers to consistently deliver more relevant digital experiences to their customers, according to Adobe.
Adobe enables publishers to leverage their data to create groups of anonymous audience segments that are aligned with the advertisers’ audience requirements.
Adobe also enables advertisers and publishers to manage how their audience data is collected, shared and used among their partner technologies, systems and processes.
Demdex CEO Randy Nicolau said adding their technology to the capabilities and vision of Adobe is a powerful combination for advertisers and publishers and added that they would continue to evolve their technology as part of the Adobe Online Marketing Suite.
Adobe Omniture business unit vice president and general manager Brad Rencher said with the addition of Demdex, the Adobe Online Marketing Suite will enable advertisers to be smarter with their advertising spend and publishers to leverage their audience data to generate more revenue.