Adobe to beef up Web analytics offerings with newly acquired Demdex

Adobe on Tuesday announced that it had acquired audience and data management company Demdex, growing Adobe's Web marketing platform further as the online advertising business continues its evolution.

Just over a year ago, Adobe acquired Omniture, a leader in web analytics and audience management that formerly acted as a partner for Adobe. Since the acqusition, the software formerly known as Omniture Online Marketing Suite has become Adobe Online Marketing Suite powered by Omniture.

DemDex's new behavioral data tracking and ranking technology will be integrated into Adobe and Omniture's solutions and optimized for Media companies, advertisers, and e-commerce outlets.

"With the addition of Demdex, the Adobe Online Marketing Suite will enable advertisers to be smarter with their advertising spend and publishers to leverage their audience data to generate more revenue," said Brad Rencher, vice president and general manager, Omniture Business Unit, Adobe. "With audience optimization, Adobe is literally changing how online ads are bought and sold."