Adobe Buys Behavioral Data Management Platform DemDex
Demdex, which launched in 2009, captures behavioral data on behalf of Websites and advertisers and stores it in a â€œbehavioral data bank.” The company then score each user across more than 40 behavioral and demographic variables to come up with a â€œtraitweight,â€ which helps websites segment their audiences better and advertisers target their messages more exactly.
The beauty of DemDex is that it makes the behavioral data portable and puts it in the control of the Websites and advertisers themselves. They can plug it into whichever ad server or service they are currently using.
DemDex will be added to Adobe’s Online Marketing Suite, which is powered by Adobe-acquired Omniture. Of course, it should be noted that the data DemDex collects is based on anonymous cookie IDs and consumers can opt out of receiving targeted ads.
DemDex, which is based in New York, has raised $7.5 million in funding.