Demdex Sold to Adobe
Since last year’s recent acquisition of Omniture by Adobe I wondered when we would actually see Adobe integration 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 segment 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.