Adobe Systems Incorporated has acquired privately held Demdex, a leading data management platform company.
“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, Adobe. “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. With audience optimization, Adobe is literally changing how online ads are bought and sold.”
“Adding our technology to the capabilities and vision of Adobe is a powerful combination for advertisers and publishers,” said Randy Nicolau, chief executive officer, Demdex. “We will continue to evolve our technology as part of the Adobe Online Marketing Suite to help customers stay ahead of the rapidly evolving online ad market.”
“As a leading technology media company, our audience data is incredibly valuable to our business and our advertising partners,” said Vivek Shah, chief executive officer, Ziff Davis. “With Demdex becoming part of the Adobe Online Marketing Suite, we expect Adobe solutions to help us find even more ways to create value for our advertising partners and customers.”
“Online media is poised to capture a greater share of advertising revenue based on audience size, engagement and capabilities, but the complexity and isolation of metrics have impeded its past success,” said Andrew Frank, research vice president, Gartner, Inc. “The incorporation of data and technology into marketing and advertising processes will fundamentally change the nature of the online media business.”
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