Media Alert: Adobe Launches New Data Marketplace
November 10 2015 - 6:00AM
Business Wire
Adobe (Nasdaq:ADBE) today announced the availability of Audience
Marketplace, a new data exchange in Adobe Audience Manager, the
company’s data management platform (DMP). Audience Marketplace is a
private data marketplace that connects advertisers and content
publishers to buy and sell second and third-party data without the
time-consuming challenges of setting up individual partnership
agreements. The data exchange also enables companies to scale their
high-value audience segments for personalized and targeted content
across marketing channels.
- Strong Partner Ecosystem –
Audience Marketplace customers benefit from integrations with
leading data providers, all vetted and qualified by Adobe to ensure
they are adhering to standard data privacy and security policies.
The extensive network of leading data partners offers large volumes
of high-value audience data for more accurate and valuable
insights. The ecosystem also removes the complexity associated with
managing different rules for data supply and demand.
- 360° View – Audience Marketplace
allows advertisers and content publishers to create more granular,
high-value audience segments that are scalable and more accurate
than ever before. First-party data (directly owned by an
organization) and third-party data (aggregated data, such as
demographic information, purchased from other sources) can now be
merged with second-party data (another company’s first-party data
that can be shared). For example, companies with look-alike
audiences, such as an airline and a hotel, can exchange data since
both audiences have similar consumer profiles associated with
travel.
- Flexibility and Transparency –
When it comes to audience data, sellers expect flexibility and
buyers want transparency. Audience Marketplace provides flexible
pricing options and an infrastructure that makes data sharing more
seamless and transparent. The data exchange also provides insights
into how audience segments are performing in real-time, which
maximizes marketing ROI.
Quotes
“Audience Marketplace redefines how marketers manage, activate
and monetize audiences across marketing channels,” said Amit Ahuja,
general manager of data management, Adobe. “Unlike other companies,
Adobe simply wants to connect customers with data providers without
trying to monetize any of the data in the exchange itself.”
“Samsung is focused on delivering a cohesive, personalized
customer experience across all digital touchpoints, and Adobe
Audience Manager plays a critical role in our cross-channel data
ecosystem,” said Jesse Laskaris, Senior Product Manager of
Personalization at Samsung Electronics America. “With Audience
Manager, we can aggregate our first, second and third-party data,
and then build high-value audience segments to more effectively
understand and engage with customers through programmatic buying,
site personalization and other channel-specific
tactics. Audience Marketplace has allowed us to be much more
nimble in evaluating and activating new third-party data sources
through Adobe Audience Manager’s turnkey approach, which helps
drive more efficient cross-channel personalization.”
“In the past, data marketplaces lacked pricing and quality
transparency on both sides of the equation,” said Stuart Watson,
senior vice president of Emerging Media and Technology, Camelot
Strategic Marketing and Media. “Advertisers and publishers
recognize the opportunity is between each other's first-party data.
Audience Marketplace enables the transparency to protect the value
each party brings to the table. Our clients now seamlessly and
efficiently validate the quality and scale of a publisher's
first-party data to activate not only through paid media, but
across first-party touch points, including website, email, and
apps.”
Helpful Links
- Audience Marketplace Blog Post with
Data Partner Quotes
- Video: Adobe Audience Manager Audience
Marketplace Launch Party
- Adobe Audience Manager Homepage
- Follow @AdobeDMP on Twitter
- Blog Post: Three Ways to Gain a High
Definition View of the Consumer
About Adobe Systems Incorporated
Adobe is changing the world through digital experiences. For
more information, visit www.adobe.com.
© 2015 Adobe Systems Incorporated. All rights reserved. Adobe
and the Adobe logo are either registered trademarks or trademarks
of Adobe Systems Incorporated in the United States and/or other
countries. All other trademarks are the property of their
respective owners.
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version on businesswire.com: http://www.businesswire.com/news/home/20151110005506/en/
Adobe Systems IncorporatedCraig Corica,
415-832-5389ccorica@adobe.com
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