Adobe Launches Audience Marketplace

Adobe today launched Audience Marketplace, a data exchange in Adobe Audience Manager, its data management platform.

Audience Marketplace is a private data marketplace that connects advertisers and content publishers to buy and sell second- and third-party data without having to set up individual partnership agreements. The data exchange also enables companies to scale their high-value audience segments for personalized and targeted content across marketing channels.

Audience Marketplace integrates with leading data providers, all vetted and qualified by Adobe to ensure they adhere to standard data privacy and security policies. First-party data (directly owned by an organization) and third-party data (aggregated data, such as demographic information, purchased from other sources) can now be merged with second-party data (another company's first-party data that can be shared). The data exchange also provides insights into how audience segments are performing in real time.

"Audience Marketplace redefines how marketers manage, activate, and monetize audiences across marketing channels," said Amit Ahuja, general manager of data management at Adobe, in a statement. "Unlike other companies, Adobe simply wants to connect customers with data providers without trying to monetize any of the data in the exchange itself."

"Samsung is focused on delivering a cohesive, personalized 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 personalization at Samsung Electronics America, in a statement. "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 personalization, 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 personalization."

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