Adobe adds audience optimisation to Omniture with new acquisition
Adobe Systems has purchased advertising audience optimisation software provider Demdex for an undisclosed sum in a bid to boost its Online Marketing Suite.
Demdex’s applications collect, compile and management anonymous audience data to help advertisers and publishers optimise how they buy and sell online adverts. They will be integrated with Adobe’s marketing packages, which enable users to segment anonymous audiences in line with requirements and manage how such data is collected, shared and used.
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