January 19, 2011 – Adobe Systems Incorporated has acquired privately held Demdex, a  data management platform company. Terms of this deal, which closed yesterday, were not disclosed.

By adding Demdex to Adobe Online Marketing Suite, powered by Omniture, Adobe says they will allow advertisers and publishers to deliver more relevant digital experiences to their customers. Global online advertising is a large and growing market, and is projected to reach $109 billion in 2013, according to IDC research. As online advertising becomes a bigger part of the marketing mix, audience optimization has become helpful in Web advertising.

“Online media is poised to capture a greater share of advertising revenue based on audience size, engagement and capabilities, but the complexity and isolation of metrics have impeded its past success,” said Andrew Frank, research vice president, Gartner, Inc.

Demdex CEO Randy Nicolau said in the announcement, “We will continue to evolve our technology as part of the Adobe Online Marketing Suite to help customers stay ahead of the rapidly evolving online ad market.”

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