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Adobe adds audience optimisation to Omniture with new acquisition

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21st Jan 2011
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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.

Brad Rencher, vice president and general manager of Adobe’s Omniture business unit, 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."

The company cited IDC, which forecast that the online advertising market would be worth $109 billion by 2013, adding that it believed the sector would become "an increasingly strategic part of the marketing mix".

It also said that the online advertising market was going through "fundamental changes", which the new purchase was intended to address. For example, advertisers were increasingly moving from buying content-driven placements to purchasing adverts aimed at specific audiences. Publishers, on the other hand, were seeking to provide audience data that matched advertisers’ requirements in order to sell them adverts at premium rates.

"This shift to buying and selling audience segments requires advertisers and publishers to gather, consolidate and more easily share anonymous audience data. This has created a highly fragmented and complex ad buying and selling process," Adobe said.

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