Internet Advertising and People-Based Marketing: Adobe’s Data Co-Op -- Pivotal Research

BOTTOM LINE: Last week, Adobe launched the Adobe Marketing Cloud Device Co-op to bring what the company would appropriately describe as “people-based marketing” to customers of the company’s analytics, experience targeting, DMP and DSP solutions. The term “people-based marketing” was popularized by Facebook with the 2014 re-launch of its Atlas ad server, but the concept is one that marketers have pursued and one which technology companies including Facebook and Google among others have sought to provide for many years. We provide context and commentary on the topic in this note.