Demdex Sold to Adobe

Demdex has some interesting products: SegmentsID is a marketplace or exchange where tagged users with third party cookies are sold to advertisers.  Then Demdex has AdPact which basically lets you opt-out of the SegmentID marketplace as a customer. The closed related tool Demdex has is one called DexClarity where they basically segments your audience with demographic data and let you use that in existing systems.

We got a suggestion that Reedge is similar to Demdex but we stay away from trading user data since Reedge focuses only on onsite and company asset sites. Each client of Reedge gets a personal vault and separate ID, all visitor data is anonymous. Most important the historical behavior cannot be taken out of the system nor can we take it to a marketplace (our clients can neither). Clients  can be segmented using similar tools like Demdex, but we give clients full control over what these segments are, we do allow cross domain segmentation as part of our services, but data leaving the Reedge server is not an option.

So I think it’s very interesting to see Adobe Omniture moving more and more too high end solutions at high end pricing. We love to step in where the new gap is created. For Reedge clients: your visitor data is not going to be added on any marketplace or exchange!