Adobe has launched a new data marketplace tool, bringing buying and selling of consumer data inside the Adobe platform for the first time.
The new ‘Audience Marketplace’ will work as part of its existing Audience Manager, where customers can combine audience data to use across Adobe’s marketing products.
The new Audience Marketplace is a private data marketplace that connects advertisers and content publishers to buy and sell second and third-party data without the time-consuming challenges of setting up individual partnership agreements.
The data exchange also enables companies to scale their high-value audience segments for personalised and targeted content across marketing channels.
“Audience Marketplace redefines how marketers manage, activate and monetise 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.”
“Samsung is focused on delivering a cohesive, personalised customer experience across all digital touchpoints, and Adobe Audience Manager plays a critical role in our cross-channel data ecosystem,” said Jesse Laskaris, senior product manager of personalisation at Samsung Electronics America. “With Audience Manager, we can aggregate our first, second and third-party data, and then build high-value audience segments to more effectively understand and engage with customers through programmatic buying, site personalisation and other channel-specific tactics. Audience Marketplace has allowed us to be much more nimble in evaluating and activating new third-party data sources through Adobe Audience Manager’s turnkey approach, which helps drive more efficient cross-channel personalisation.”
“In the past, data marketplaces lacked pricing and quality transparency on both sides of the equation,” said Stuart Watson, senior vice president of Emerging Media and Technology, Camelot Strategic Marketing and Media. “Advertisers and publishers recognise the opportunity is between each other’s first-party data. Audience Marketplace enables the transparency to protect the value each party brings to the table. Our clients now seamlessly and efficiently validate the quality and scale of a publisher’s first-party data to activate not only through paid media, but across first-party touch points including web site, email, and apps.”
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