Adobe Expands Ad Platform With New Marketplace For Buying And Selling Data
Adobe is giving customers access to more data with the launch of a new product, the Audience Marketplace.
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Audience Marketplace will include third-party data, just like any other
data exchange, but from Bohra’s perspective, it’s the second-party data
that represents “the real story”.
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Third-party data tends to be a lot less specific, covering things like demographics and geography, compared to data that a company gathers for itself, which can include a user’s online activity, sales data, call center data and more.
Third-party data tends to be a lot less specific, covering things like demographics and geography, compared to data that a company gathers for itself, which can include a user’s online activity, sales data, call center data and more.
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“With third-party data, there’s nothing competitively differentiated —
if I’m a brand, there’s nothing stopping a competitor from buying the
same data on a third-party marketplace,” Bohra added. While second-party
data isn’t exclusive either, it usually involves information that a
company doesn’t want to share widely, but might be willing to sell to a
few select partners.
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