Dive Brief:
- Adobe’s latest features for its Audience Marketplace data management platform are a data cooperative and a data partner network.
- The data cooperative will allow companies to pool first-party customer data, and the data partner network adds third-party data from major data providers.
- In September, Adobe announced Adobe Marketing Cloud, a self-serve programmatic platform, as part of its demand side platform (DSP), Adobe Media Optimizer.
Dive Insight:
Adobe is giving its clients access to a lot more data with its Audience Marketplace data exchange, which includes features that pool first-party customer data as well as brings in third-party data from companies such as Acxiom, Dun & Bradstreet, Alliant, TransUnion, Eyeota and AddThis.
Ali Bohra, director of product marketing for Adobe Advertising Solutions, told Ad Exchanger, “Buyers have access to every data segment available from an audience seller and can see unique overlap between their own segments and the supplier’s.”
Bohra added, “If you’re just using the data to model, you have a different price than if you’re using the data to do display ad targeting. We’ve tried to expand that and let users charge on flat rates, not just on CPM.”
Adobe recently released a self-service programmatic platform that allows advertisers to automate ad buying for search, display and social media across ad exchanges and media networks.