Adobe Acquires Demdex – Brings Audience Optimization to $109 Billion Global Online Ad Market
"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."
Adobe is committed to consumer privacy as a critical part of its products, services and the online experience in general. With the acquisition of Demdex, Adobe is partnering with Evidon (formerly Better Advertising) and becomes part of Evidon's Open Data Partnership (ODP). Selected by the Digital Advertising Alliance to power its interest-based advertising self-regulatory program, Evidon gives businesses an easy, standard method to provide evidence of compliance with industry guidelines and provide consumers with more transparency into - and control over - the interest-based advertising they receive.