Partnerships with Data Providers, Demand Side Platforms, Ad Servers and Video Networks Further Extend the Adobe Online Marketing Suite into Digital Ad Buying and Selling
SALT LAKE CITY, Adobe Omniture Summit 2011 — March 9, 2011 — Adobe Systems Incorporated (Nasdaq:ADBE) today announced it is expanding its partner ecosystem with partners that integrate with the audience optimization solutions the company acquired with the recent purchase of Demdex, a data management platform company. With Demdex technology, Adobe is enabling clients to aggregate and manage their strategic data assets as well as make data actionable in a broad range of third-party advertising technologies. The partners Adobe is integrating with its audience optimization solutions include:
- Data Partners – Adobe customers now have access to a wide range of third-party data from providers such as Acxiom (demographics, segmentation and buying behavior), Bizo (business demographics), DataLogix (buying behavior and purchase intent), eXelate (demographics, buying behavior and purchase intent) and TARGUSinfo’s AdAdvisor (demographics, brand preferences, product needs and CRM data). Customers can leverage these third-party data sources to enrich the audience data they already own and help them create high-value audience segments.
- Demand Side Platforms (gives advertisers access to large amounts of display ad inventory and lets advertisers serve specific audiences relevant ads) – Adobe is partnering with DataXu, InviteMedia, MediaMath and Turn to provide customers with the means to act on valuable audience data. Publishers can deliver larger audiences to advertisers by combining their own ad inventory with inventory acquired through the use of DSP partners. In addition, advertisers can utilize Demdex technology to identify desired audience segments and utilize the DSP partners to advertise to those segments.
- Ad Servers and Video Networks (platforms that place display ads or video ads on websites) – Adobe® Online Marketing Suite customers currently can serve targeted ads through Google’s DoubleClick for Publishers (ad server) product. In addition, Adobe is partnering with Adap.tv (video ad server and ad exchange), Auditude (video ad server), BrightRoll (video ad exchange), FreeWheel (video ad server) and Yume (video ad server and video ad network) to allow advertisers and publishers to apply anonymous audience targeting techniques to the rapidly growing video advertising ecosystem.
“Data is what will ultimately drive efficiency in buying and selling billions of dollars of online media, and Demdex represents our commitment to help advertisers and publishers benefit from this trend,” said John Mellor, vice president of strategy and business development, Omniture Business Unit, Adobe. “We are excited to establish these strategic relationships and will continue to invest in this solution as a key part of the Adobe Online Marketing Suite.”
“We are proud to partner with a company like Adobe to bring better data management capabilities to our customers,” said Doug Knopper, co-founder and co-chief executive officer, FreeWheel. “The fact is that technology providers have to join together to successfully bring the most relevant, innovative advertising to consumers in this fragmented space, and this is just one more example.”
“Auditude is focused on helping premium content owners and distributors maximize the value of their video content through our Auditude Connect technology platform,” said Jeremy Helfand, chief executive officer, Auditude. Partnering with Adobe through their Demdex acquisition is another example of how Auditude provides an important element of targeting and measurement required for our clients to best monetize premium video content across IP-based devices.“
“Our Demdex partnership gives us a valuable channel to engage Demdex clients that are looking to tap our targetable bizographic data to reach the business audiences that matter to them online,” said Russell Glass, chief executive officer, Bizo. “Since Demdex clients already have the tools to manage first-party data assets as well as third-party data assets like Bizo, we are able to bypass the typical technical issues and focus on best practices for effective online audience marketing using our data.”
Adobe will continue to expand its audience optimization partner ecosystem and continue to integrate Demdex into the Adobe Online Marketing Suite.
About Adobe Online Marketing Suite
The Adobe® Online Marketing Suite, powered by Omniture®, offers an integrated and open platform for online business optimization, a strategy for using customer insight to drive innovation throughout the business and enhance marketing efficiency. The Suite consists of integrated applications to collect and unleash the power of customer insight to optimize customer acquisition, conversion and retention efforts as well as the creation and distribution of content. For example, using the Suite, marketers can identify the most effective marketing strategies and ad placements as well as create relevant, personalized and consistent customer experiences across digital marketing channels, such as onsite, display, e-mail, social, video and mobile. The Suite enables marketers to make quick adjustments, automate certain customer interactions and better maximize marketing ROI, which, ultimately, can positively impact the bottom line.