Adobe Systems announced Wednesday that it is expanding its partner ecosystem by enabling clients to connect with its recently acquired Demdex data management platform.
Adobe (CMO.com’s parent company) noted that Demdex technology will enable clients to aggregate and manage strategic data assets while also making data actionable in third-party advertising technologies.
This broad, new approach will integrate partners with Adobe audience-optimization solutions that range from data partners and demand-side platforms to ad servers and video networks.
“Data is what will ultimately drive efficiency in buying and selling billions of dollars of online media,” said John Mellor, VP of strategy and business development for Adobe’s Omniture Business Unit, in a statement. “Demdex represents our commitment to help advertisers and publishers benefit from this trend.”
Mellor added that the company will continue to invest in these new, strategic relationships as part of the Adobe Online Marketing Suite.
The Demdex partner ecosystem will enable data partners like Acxion, Bizo, DataLogix, eXelate, and TargusInfo’s AdAdvisor to provide access to a new variety of partners. In the demand-side platforms arena, Adobe is partnering with DataXu and Turn to help customers act on audience data.
As for ad servers and video networks that place display ads or video ads on Web sites, Adobe said its Online Marketing Suite customers can target ads through Google’s DoubleClick for Publishers product. Other Adobe partners in this space include Adap.tv, Auditure, BrightRoll, FreeWheel, and Yume.
Adobe acquired Demdex in January, adding the data-management platform company as an important piece of its strategy to enable advertisers and publishers to consistently deliver more relevant digital experiences to their customers.
In a related announcement Wednesday, Adobe's Omniture unit announced its next-generation platform for the Adobe Online Marketing Suite and a powerful, new social-media analytics tool.
