Demdex Sold to Adobe

Demdex Sold to Adobe

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- January 18, 2011

Since last year’s recent acquisition of Omniture by Adobe I wondered when we would actually see Adobe intergration with Omniture. Now for the first time since that acquisition we see a new extension to the Adobe Family. Demdex joins Adobe.

Demdex has some interesting products: SegmentsID is a marketplace or exchange where tagged users with third party cookies are sold to advertisers.  Then Demdex has AdPact which basically lets you opt-out of the SegmentID marketplace as a customer. The closed related tool Demdex has is one called DexClaritywhere they basically segments your audience with demographic data and let you use that in existing systems. 

We got a suggestion that Convert Insights is similar to Demdex but we stay away from trading user data since Convert Insights focuses only on onsite and company asset sites. Each client of Convert Insights gets a personal vault and separate ID, all visitor data is anonymous. Most important the historical behavior cannot be taken out of the system nor can we take it to a marketplace (our clients can neither). Clients  can be segmented using similar tools like Demdex, but we give clients full control over what these segments are, we do allow cross domain segmentation as part of our services, but data leaving the Convert Insights server is not an option. 

So I think it’s very interesting to see Adobe Omniture moving more and more too high end solutions at high end pricing. We love to step in where the new gap is created. For Convert Insights clients: your visitor data is not going to be added on any marketplace or exchange!

 

  • 18 Jan, 2011
  • Posted by Dennis van der Heijden
  • 1 Tags
  • 0 Comments

Written by Dennis van der Heijden

Co-founder and CEO of Convert.com passionate in building communities that care. Trying to make that happen inside and outside Convert. I love working with my team to make our A/B testing software better for agencies and e-commerce clients.

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