Datalogix is not yet profitable, according to one source.
And as another put it, “I am not sure the business has the margins or sufficient proprietary data to command that [$1 billion] price, and I very much doubt Nielsen would get anywhere close to that.”
This person followed up that assessment with this zinger: “Frosty the Snowman has a better chance in the Sahara than Datalogix does of getting $1 billon.”
Adobe has an existing relationship with Datalogix, as does Nielsen. Datalogix Syndicated Audiences, which the company quantifies as 700 pre-built audience segments based on offline data representing some 110 million households and $1 trillion in purchase transactions, are accessible through integrations with the following Adobe products: Adobe Target, Audience Manager, Experience Manager, Media Optimizer and Primetime products.
The question is, should Adobe swoop in on Datalogix and usurp Nielsen, what residual effect could that have on Facebook and Datalogix’s strategic partnership?