Filed under: #mktgcloud, Behavioural Targeting, Datarati, Web Analytics | Tags: Adobe, Demdex
Adobe Systems Incorporated (Nasdaq:ADBE) today announced it has acquired privately held Demdex, a leading data management platform company.
The global online advertising spend is a large and growing market and is projected to reach $109 billion in 2013* as online advertising becomes an increasingly strategic part of the marketing mix. Online audience optimization is a critical factor for advertisers and publishers to maximize their online ad investment.
The addition of Demdex to the Adobe® Online Marketing Suite, powered by Omniture®, delivers an audience optimization solution that will enable advertisers and publishers to consistently deliver more relevant digital experiences to their customers.
Filed under: Data, Datarati, Web Analytics | Tags: Adobe, Omniture, WPP
Today Adobe announced its acquisition of Omniture for USD $1.8 Billion.
Now let’s go back a few months, when WPP announced a USD $25 million investment in Omniture. http://willscullypower.wordpress.com/2009/01/29/wpp-to-invest-25-million-in-omniture/
Why do you think WPP invested in Omniture? http://willscullypower.wordpress.com/2009/02/04/wpp-going-after-control-of-your-data/
So today, what is this announcement about?
In my opinion, its about control of more data.
Omniture controls tons of aggregate data, which is captured by cooking visitors browsers. With consumers getting smarter about how to delete their cookies, the value of the data and analytics starts to deplete.
So how does a company like Omniture solve the cookie deletion problem? Simple, store the data in the flash object, making it hard(er) for consumers to find and delete, thus making their dataset more accurate and ultimately more valuable.
Who ows Flash? Adobe.
This is all about control over consumers data.
And who are Adobe & Omniture up against in this space.
You guessed it.
Full Announcement: http://www.adobe.com/aboutadobe/invrelations/adobeandomniture.html