• MarTech Today
  • Sections
    • Ads
    • Marketing
    • Content
    • Sales
    • Analytics
    • Management
    • Resources
    • More
    • Home
  • Follow Us
    • Follow
  • MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Mgmt
  • Resources
  • More
  • Events
    • Follow
  • SUBSCRIBE

MarTech Today

MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Management
  • Resources
  • More
  • Events
  • Newsletters
  • Home
Martech: Sales

Adobe Becomes A Second-Party Data Matchmaker With The Release Of Its Audience Marketplace

Part of the company’s Marketing Cloud, the Marketplace is focused on helping publishers find partners for their first-party customer data.

Barry Levine on November 10, 2015 at 3:12 pm
  • More
AdobeMarketingCloud_1200

Adobe is today getting more serious about being a data matchmaker.

The San Jose, California-based company announced the availability of its Audience Marketplace, which had been in beta since it was unveiled in March.

“This puts Adobe into the data game,” senior product marketing manager Rakhi Patel told me, at a level beyond what the Marketing Cloud previously allowed.

In Audience Marketplace, which resides within the Marketing Cloud’s data management platform (DMP) called Audience Manager, advertisers, brands and other can buy or sell second- or third-party data.

First-party data is the term used to describe brand-owned info about their own customers or site/app visitors. Second-party data is first-party data sold or traded with someone else. Third-party data is aggregated data like demographics, which anyone can buy.

One typical use, Patel said, is that an airline might have profiles of its best customers and will search for lookalikes in the customer profiles of a hotel chain. By doing this, the airline could find new customers.

In fact, she indicated, facilitating second-party data relationships between brands is one of Marketplace’s differentiators. The Marketplace, for instance, now takes care of legal and billing arrangements, is vetting the quality of the data for things like adherence to data privacy and security standards, and makes the data available on a self-serve basis. During the beta phase, she said, Adobe “facilitated” the access but played less of a role.

Here’s a Marketplace screen of available first-party data:

Adobe-AMP-MarketingLand-SC3

Another differentiator, she said, is that this is a Marketplace for data, and it is not Adobe’s own data — in contrast to, say, Oracle’s BlueKai and Datalogix. She noted that Adobe is “agnostic” about what data buyers should acquire.

Patel also pointed to the fact the Audience Marketplace is integrated into the end-to-end Marketing Cloud, so second-party data sharing can be utilized with the Cloud’s tools. Or, if a brand prefers, they can simply get the data and go elsewhere for implementation.

Steve Ustaris, senior vice president of marketing at programmatic ad provider OwnerIQ, told me that he’s “glad” that Adobe is emphasizing second-party data sharing in the marketplace. OwnerIQ has been involved in second-party data sharing since 2007.

Ustaris said he doesn’t yet see Adobe as a competitor, because this Marketplace is new and because OwnerIQ specializes in data sharing between retailers and brands, an area Adobe is not yet heavily involved in.

But the emphasis on second-party data sharing by a giant like Adobe, he said, will help make it more commonplace. Soon, he said, it will be regularly expected that a brand like Nike will want to trade its first-party data with another brand — even in another industry — that could have overlapping customer types, like Red Bull.



About The Author

Barry Levine
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.

Related Topics

Channel: Martech: SalesMarketing AutomationMarketing ToolsMarketing Tools: Analytics

Subscribe to receive daily martech news and expert insights. See terms.


We're listening.

Have something to say about this article? Share it with us on Facebook and Twitter.

Get the daily newsletter digital marketers rely on.
See terms.

ATTEND OUR EVENTS

MarTech 2021: March 16-17

MarTech 2021: Sept. 14-15

MarTech 2020: Watch On-Demand

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

White Papers

  • 6 Powerful Ways Experience Analytics Can Help Your Business Now
  • Email Tune-Up: A 5-Point Inspection to Get Your Program in Gear
  • Digital Marketing Report Q4 2020: Benchmarks and Insights for 2021
  • Data SEO – The Next Big Adventure
  • Getting Started with Email Marketing Automation
See More Whitepapers

Webinars

  • How to Avoid the Digital Transformation Trap
  • How to Build a Marketing System of Record
  • Meet BIMI: The brand-boosting email security marketers must have for 2021
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

Receive daily martech news and analysis.
Martech Today
Download the Martech Today app on iTunes
Download the Martech Today App on Google Play

Channels

  • Advertising
  • Marketing
  • Content
  • Social
  • Commerce
  • Sales
  • Analytics
  • Management
  • Home

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars
  • MarTech Conference

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff
  • Connect With Us

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • Instagram
  • RSS
  • iOS App
  • Google Play

© 2021 Third Door Media, Inc. All rights reserved.

Your privacy means the world to us. We share your personal information only when you give us explicit permission to do so, and confirm we have your permission each time. Learn more by viewing our privacy policy.Ok