Demdex buy adds audience optimisation to Adobe marketing offer

With the purchase the design software company is looking to work with publishers and advertisers to segment website audiences and match them to marketing campaign requirements.

Demdex’s platform will be available through the Online Marketing Suite of tools, composed largely of website analytics and optimisation software acquired by Adobe via the takeover of Omniture in 2009.

Brad Rencher, general manager of the Ominture business unit, said: “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.”

Demdex was founded in 2008 by Randy Nicolau, the former CEO of AzoogleAds, and Phil Grieshaber, the CTO of Panther Express.