Data sharing may no longer be flavour of the month – given the summer uproar over charity marketers – but Adobe does not seem particularly bothered after unveiling its major push into the data exchange market.
Dubbed Audience Marketplace, and available through the firm’s data management platform, Adobe Audience Manager, the scheme connects advertisers and content publishers to buy and sell second and third-party data faster and with more simplicity.
The service also enables companies to scale their high-value audience segments for personalised and targeted content across marketing channels, Adobe claims.
The company says that through Audience Marketplace, customers will benefit from integrations with leading data providers, while Adobe will make sure they are adhering to standard data privacy and security policies. The network will be able to offer “large volumes of high-value audience data for more accurate and valuable insights”.
First-party, second-party and third-party data can now be merged, Adobe said. For example, companies with lookalike audiences, such as an airline and a hotel, can exchange data since both audiences have similar consumer profiles associated with travel.
“Audience Marketplace redefines how marketers manage, activate and monetize audiences across marketing channels,” said Amit Ahuja, general manager of data management, Adobe. “Unlike other companies, Adobe simply wants to connect customers with data providers without trying to monetise any of the data in the exchange itself.”
The firm has grown from niche graphic design supplier to market-leader in the $5bn (£3.2bn) global digital marketing platform sector followed by IBM, Oracle, and Salesforce. The global marketing software market is worth nearly $20bn (£12.8bn).
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