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Adobe acquires Demdex to add audience optimization to online marketing |
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Adobe Systems has announced its acquisition of privately held Demdex, a data management platform company, adding audience optimization capabilities to its Online Marketing Suite. Terms of the acquisition were not disclosed.  In a statement, Adobe said the ever-growing online advertising market makes audience optimization a critical factor for advertisers and publishers. It said that as the market shifts from advertisers buying content-driven ad placement to buying specific audiences, publishers will seek to provide audience data in order to deliver ad inventory at premium rates. Andrew Frank, research vice president, Gartner, Inc., opined, “The incorporation of data and technology into marketing and advertising processes will fundamentally change the nature of the online media business.” The resultant fragmentation and complexities is where Adobe aims to come in with its latest acquisition.
“Our customers rank among the world’s largest advertisers and publishers and they have been asking us to help them optimize how they buy and sell online ads,” said Brad Rencher, vice president and general manager, Omniture Business Unit at Adobe. He said the acquistiion would enable advertisers smarten their advertising spend while allowing publishers to leverage their audience data to generate more revenue. |
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