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Adobe Adds Audience Data to its Mix

Adobe has acquired audience data management company Demdex as part of its larger push to build its advertising business - an acquisition that is seconded only by its $1.8 billion acquisition of Omniture.

The acquisition will add transparency for Adobe’s advertiser and publishing clients, who have been frustrated by each other‘s competing goals, PaidContent says. Advertisers, in short, want to buy audiences not impressions from publishers. For their part, publishers want to sell a package to an advertiser - and not have to cherry pick among its demographics.

The company plans to roll audience segmentation services into the Omniture business unit, Media Post says. Right now the Omniture Online Marketing Suite platform suite offers data collection, analytics through reporting, and audience optimization - and organization of data is one nuance that is making audience optimization efficient.

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