The ADEX is a next-generation DMP that not only aggregates, segments but also analyses data. This data enables advertisers, publishers and agencies to learn more about their audiences, providing actionable insight to help serve relevant content and advertising that instantly connects with consumers.
ADEX DMP is a data technology solution for managing, activating, analysis and collection of user data from various online and offline channels to achieve more efficient way of digital marketing. Maximize your marketing ROI by precise target group segmentation and a corresponding data transfer to the right Exchange depending on your individual needs.
TheAdex collects data from every possible source – from desktop and mobile to HBBTV… Uses different options to track predefined attributes that can vary from standard information such as demographics or psychographics to customized characteristics.
The Forrester Wave identified the top seven DMP vendors worldwide: The ADEX, Adobe, Lotame, Neustar, Nielsen, Oracle, and Salesforce.
DMP enables targeting the right consumers at the right time and improves the marketing efforts and simply saves millions on media budgets.
|Data onboarding||Yes||Connect offline data to online campaigns|
|Identity graph||–||Limited capabilities|
|Audience insights||No||Limited audience analytics reporting|
|Data marketplace||Yes*||*Restricted to Germany only|
|AI modeling||Yes||Look-a-like, act-a-like and twinning. It can find relevant signals in your own universe beyond current standards with Audience Extension.|
|Deliverability||Yes||Up to 65% data deliverability into the top Ad/MarTech destinations|
|Open API||No||API available, limited functionality|
|Data usage reports||No|
|Cross-device targeting||Yes||Cross-device targeting allows to unify campaigns across different types of mobile devices.|
|Web data ingestion||Yes||JS, API, PHP, others|
|Mobile data ingestion||Yes|
|CRM data ingestion||Yes||API, batch file transfer|
|1st party cookies collection||Yes||Collects any identifier|
|Others identifiers collection||Yes||TV devices, gaming platforms, other hashed indetifiers|
|Raw data export||Yes||API, batch file transfer|
|Taxonomy manager||Yes||Audience builder available online (data model not based on regular taxonomy tree)|
|Data sharing||Yes||Data sharing is possible on every level if desired. Therefore each instance can be handled as an autonomous instance without contact to others, can be shared with other The ADEX clients or can even be monetised via external platforms.|
|On-Site Ad Servers||Yes||Adition / DoubleClick for Publishers - DFPAudience / DoubleClick for Publishers - DFP Key/ IPONWeb / OpenX / Smart Ad Server|
|On-Site SSP's||Yes||DoubleClick AdExchange - AdX (via DFP) / OpenX / Pubmatic / Rubicon|
|Off-Site Data Activation||Yes||ActiveAgent AG / AdForm / AppNexus / DataXu / DoubleClick Bid Manager - DBM / The Trade Desk|
|A/B Testing Platforms||No|
|Hashed identifiers onboarding||No|
|Support for fingerprinting||No|
|Support for server side cookie||No|
Privacy and security
|Data Ownership||Yes||100% data ownership|
|Data anonymisation techniques||Yes||No PII collected, all data anonymised or pseudo-anonymised|
|Data deletion||Yes||Delete data when requested|
|Data center location||EU||Data is stored inside EU region (Germany)|
|GDPR compliant (EU)||Yes|
Strenghts / Weaknesses
|Simplicity and availability for small and mid size ecommerces||Weaker international presence and brand awareness|
|Bidirectional raw data transfer||Lack of buil-in analytical capabilities within the product|
|Data center located in EU (Germany)||API access and batch file data export/import charged separately|
|Targeting based on basic analytical data does not require additional tools and data exchange|
|Built-in flexible tracking based on 1st party cookies, among others|