Adobe has bought Demdex, a leading data management platform company. The addition of Demdex to the Adobe Online Marketing Suite, powered by Omniture, delivers an audience optimization solution that will enable advertisers and publishers to consistently deliver more relevant digital experiences to their customers.
The global online advertising spend is a large and growing market and is projected to reach $109 billion in 2013 as online advertising becomes an increasingly strategic part of the marketing mix. Online audience optimization is a critical factor for advertisers and publishers to maximize their online ad investment
Audience optimization 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. 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 valuable audience data is collected, shared and used among their partner technologies, systems and processes.