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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.

By Joao Lima

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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