Webbula Integrates With Adobe Audience Manager

Webbula, a provider of marketable, self-reported, deterministic data, has made its consumer and business audiences available in Adobe Audience Manager, a data management platform (DMP), which consolidates audience information from all available sources via the Adobe Audience Marketplace.

With Webbula's Demographic, Interest & Lifestyle, Automotive, Financial, Political, and B2B Premium data audiences, marketers can optimize and execute B2B and B2C campaigns using hundreds of millions of cookies and mobile IDs.

"We are delighted to offer Adobe Audience Manager as a new access point for our accurate, authoritative, un-modeled audiences," said Douglas Egeth, Webbula's chief operations officer, in a statement. "In an industry where data points like gender are frequently guessed or paneled with the accuracy of a coin toss, marketers using Adobe's DMP can now capitalize on Webbula's individually linked, self-reported data, which takes the guesswork out of the most fundamental data points like gender."

Adobe Audience Manager helps advertisers and publishers build unique audience profiles to identify the most valuable segments and use them across digital marketing channels. Audience Marketplace, a data exchange in Adobe Audience Manager, is a private data marketplace that connects advertisers and content publishers to buy and sell second- and third-party data without setting up individual partnership agreements. The data exchange also enables companies to scale high-value audience segments for personalized and targeted content across marketing channels.

"We are pleased to now offer our Adobe Audience Manager clients access to Webbula's deterministic data solutions. Webbula has a proven focus on data quality and self-reported data that delivers tremendous value to marketers and our clients. We're excited that Webbula is joining Adobe's partner ecosystem," said Ali Bohra, director of product marketing at Adobe, in a statement.

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