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November 10, 2015

Adobe taps into ad space with Audience Data Marketplace

News: Company goes with ‘sharing is caring’ as it opens base for data exchange.

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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."

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