Adobe Audience Manager
Adobe Audience Manager
Acting on insight requires an audience.
Create and activate the best audiences on any channel or device with Adobe Audience Manager, our best-in-class data management platform.
Audience Manager helps you bring your audience data assets together, making it easy to collect commercially relevant information about site visitors, create marketable segments, and serve targeted advertising and content to the right audience. Furthermore, Audience Manager offers easy tag deployment and management with robust data collection, control, and protection.
With Audience Manager, you are not tied to a data seller, exchange, or demand-side platform. Additionally, Audience Manager is completely agnostic when it comes to our partners’ data assets. With access to multiple data sources, Audience Manager offers digital publishers the ability to use a wide variety of third-party data. Talk to our Partner Solutions team about help with making smart and accurate decisions about your target audience.
Benefits
Step up to our data management platform.
Go beyond limited, media-based integrations. Adobe Audience Manager ties into your whole marketing stack, including the entire Adobe Experience Cloud.
Reimagine audience segmentation.
We move past traditional audience segmentation to give you exceptional control over how to combine data sources into audience segments.
Knowing your customer matters.
Gain unrivaled insight using your own data and data from external sources.
Win with real-time action.
We understand that action is key. Which is why we built Audience Manager to quickly bring in data, deliver up-to-the-minute insights, and activate segments in real time to deliver incredible experiences.
Adobe Audience Manager Features
Data is among your most valuable assets. How your data management platform handles it means the difference between data collecting dust or becoming the key element for standout digital experiences. Adobe Audience Manager has the features you need to excel at every data management phase from collection to segmentation to targeting and optimisation. Take a closer look and see why Forrester consistently names us a Leader among DMPs.
Data collection and centralisation
Start your data collection off on the right foot.
How you handle your data from the beginning is critical. Mishandling these early steps can lead to a snowball of challenges down the line. That’s why our data collection and centralisation features allow for better, more effortless data ingestion using unlimited file transfers, intelligent device graphing, retroactive trait creation, API support, cross-device data collection and more.
Improve audience creation and segmentation by creating traits from both structured and unstructured data, so you can immediately take action on all data that comes into Adobe Audience Manager.
Data management and segmentation
View the overlap between your audience and your selected targeting platform, such as a DSP, so you can forecast and plan campaign performance before activating segments. There are also options to share data with destinations like ad services, DSPs, ad networks etc.
Find audiences among your 1s and 0s.
To the untrained eye, all data looks pretty much the same. But among your stacks of data, there are individuals. People. By using artificial intelligence powered by Adobe Sensei with lookalike modelling, segment size estimator and more, plus boolean logic to combine and suppress traits, you’ll be able to meaningfully organise and segment your data.
Targeting and optimisation
Ready, aim, optimise.
With your data collected and processed, you’re ready to lock onto your segments. The targeting and optimisation features in Adobe Audience Manager give you the ability to send segments to different channels so you can reach customers wherever they are. Using tools, like Audience Analytics and Audience Lab for A/B testing, you’ll get the help you to need to optimise your campaigns and uncover more insights — all while meeting the highest in compliance and security with our data privacy controls.
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2nd Party Data Brokering & Exchanges
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3rd Party Platform Data Activation
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1st Party Data Profiling and User Stitching
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Adobe Audience Manager is GDPR compliant and includes a data export control so that the use of data is in accordance with data protection and user agreements.
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Adobe Audience Manager pulls data from a variety of sources, creates audiences, and exports segments to each destination.
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Adobe Audience Manager has AI-based components. A new feature is DMP tools, which enables the automated creation of target groups.
Cons
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Loosing functionality with the Death of 3rd Party Data
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Half Absorbed Functionality by AEP User Profiles
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No ability to sub-invoice for larger enterprises with multiple stakeholder groups
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Should be used in conjunction with the Adobe Experience Cloud stack
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Quite expensive compared to competitors
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Few predefined connectors in contrast to the big competitors
