Adobe has unveiled its own private data marketplace connecting advertisers and content publishers, allowing them to aggregate first, second and third-party data.
The company said the Audience Marketplace enables companies to scale high-value audience segments for personalised and targeted content across marketing channels.
The data exchange has been designed to merge first-party data (directly owned by an organisation) and third-party data (aggregated data, such as demographic information, purchased from other sources) with second-party data (another company’s first-party data that can be shared).
Adobe said this will allow for companies with look-alike audiences, such as an airline and a hotel, to exchange data since both audiences have similar consumer profiles associated with travel.
Also part of the data marketplace is the company’s partners ecosystem, which includes companies like Samsung, Level 3 Communications, Limelight Networks and AEG Digital Media.
Amit Ahuja, GM of data management at Adobe, said: "Unlike other companies, Adobe simply wants to connect customers with data providers without trying to monetise any of the data in the exchange itself."