Adobe acquires Demdex, providing more contextual digital ads

The details of the acquisition have not been disclosed.

The addition of Demdex to the Adobe Online Marketing Suite (powered by Omniture), will allow advertisers and publishers to consistently deliver more relevant digital experiences to their customers.

The online ad market is undergoing fundamental changes as advertisers increasingly shift from buying content-driven placements to buying specific audiences. This has created a highly fragmented and complex ad buying and selling process.

Adobe enables publishers to leverage their data to create groups of anonymous audience segments that are aligned with the advertisers’ audience requirements as well as manage to manage how that data is collected, shared and used among their partner technologies, systems and processes.

Demdex pulls audience data from a website, advertising campaigns and data providers so that advertisers can better target their ads.

“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.”

The Adobe Online Marketing Suite allows marketers can determine educated 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.

“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.”