Data management platform | Adobe AudienceManager

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Adobe® AudienceManager — Optimized ad audiences

Adobe® AudienceManager manages advertising data to action robust multisource visitor profiles into complex multi-partner advertising distribution opportunities. AudienceManager, formerly known as Demdex, is the first data management platform — in market since 2008. It is embraced by the world's most recognized brands across diverse industries. Its enterprise-level technology is a preferred alternative to homegrown systems that are often expensive to build, operate, and maintain. Adobe AudienceManager provides the scale, reliability, insight, and performance necessary to power very large digital advertising programs, yielding unparalleled digital advertising relevance to Digital Marketing Suite customers.

Advertiser: Multisource, data-rich profiles that enhance ad relevance

Business challenge

Leading brands have vast and growing repositories of customer marketing data, but increasingly, audience data is fragmented across multiple online and offline marketing systems and internal business units and functions. Today, consumers expect relevant messages across multiple digital channels and at various touchpoints within each channel, leaving marketers in need of a unified, actionable view of the audience that can be integrated into efficient online marketing efforts. However, fragmented data silos make it complex and costly to tie marketing data together into a central digital data asset. In addition, enabling multiple digital marketing technologies and services is critical for innovative brands, but implementing these solutions often requires extensive lead time for IT departments.

Solution

Adobe AudienceManager, the audience optimization solution that is part of the Adobe Digital Marketing Suite, is the industry’s first data management platform. Adobe AudienceManager manages digital data assets enterprise-wide to help unlock audiences and enable the most relevant and accurate data to drive digital marketing. Leading advertisers successfully use these capabilities to collect data from first-, second-, and third-party data sources and then combine these attributes into high-value audience segments.

Adobe AudienceManager is the only DMP with native integration to pre-defined segments available in the Adobe Digital Marketing Suite. By using data previously collected by Adobe SiteCatalyst, Adobe Discover and Adobe Test&Target; and combining it with other data sources advertisers are able to create rich audience segments that maintain consistency and reduce re-work across products.

Benefits

  • Improved advertising effectiveness — Use existing rich audience data as a targeting parameter across multiple campaigns.
  • Enhanced creative and content relevance — Customize the experience of customers by applying multisource segments to your creative, content management, or landing page optimization solutions.
  • Extended targeting capabilities — Efficiently combine external profiling data to build look-a-like models of your best customers using third-party data attributes.
  • Actionable offline data in advertising campaigns — Make customer relationship management data and other offline data models actionable online by onboarding users into online segments.

Key features

  • Consolidate and enhance audience profiles

    • First-party data (analytics and registration)
    • Second-party data (strategic partners)
    • Third-party data (data vendors)

  • Identify and quantify audience segments

    • Segment size estimates (de-duped overlap)
    • Segment performance analysis
    • Profile data provider scoring

  • Action profile information and segmentation across any channel

    • Digital Marketing Suite
    • Creative Optimization
    • Demand-side platforms (MediaMath, AppNexus and others, and others)

  • Uphold the highest standards of privacy and protection

Publisher: Audience identification, quantification, and delivery to increase ad revenue

Business challenges

Digital publishers face significant challenges as well as opportunities in today’s online advertising marketplace. The growth of online behavioral advertising (OBA) has compelled publishers to incorporate audience-targeted products into their portfolio of services. With stiff competition for ad dollars from data exchanges, ad networks, and other intermediaries, publishers must now identify and deliver high-value audiences to advertisers and not just content areas. To maximize the value captured from their audiences, publishers must protect these assets from data leakage and incorporate best practices of notification and choice while safely offering them across multiple digitally addressable channels. Unfortunately, homegrown solutions to these problems are expensive to build, operate, and maintain and can take months to implement, often reaching obsolescence before they even launch.

Solution

Adobe AudienceManager, the audience optimization solution that is part of the Adobe Digital Marketing Suite, is the industry’s first data management platform. This solution, formerly known as Demdex, manages digital publisher data assets enterprise-wide to help unlock high-value audiences and enable the most relevant and accurate targeting capabilities. Publishers can combine audience attributes from first-, second-, and third-party data sources into high-value audience segments, increasing digital publisher advertising revenue.

Unified audience data is gathered using the Adobe Digital Marketing Suite products, like Adobe SiteCatalyst®, Adobe Discover™, and Adobe Test&Target;™, as well as from private agreements with industry websites or by purchasing from external data aggregators. Adobe AudienceManager allows digital publishers to quantify and deliver these audiences across an ad server, demand-side platform or any digitally addressable targeting system. In addition, publishers can transact with trust and confidence because Adobe AudienceManager provides full insight into potential data leakage risks and is compliant with the industry’s self-regulatory privacy framework for OBA.

Benefits

  • Identification of high-value audiences — Consolidate profiling capabilities to create a rich set of attributes to broaden audience targeting availability and quantification for RFPs.
  • Expand profiling capabilities — Efficiently combine external and partner profiling data to expand profiles or build look-a-like models of high-value audiences using second- and third-party data attributes.
  • Extended audiences — Further monetize audiences by sharing information with trusted strategic partners with full control of data rights management.
  • Enhanced reader experiences — Increase satisfaction by delivering more relevant advertising at the right place, right time, and to the right person.
  • Streamlined processes — Integrate with Adobe’s marketing leading web analytics and content optimization products as well as external data and advertising distribution partners.
  • Flexibility — Focus on content and delivering more revenue rather than keeping up with industry changes in technology, products, and privacy requirements — all handled by Adobe AudienceManager.
  • Independence — Experience no conflicts of interest with audience data assets because Adobe is not a data or media seller.

Key features

  • Consolidate and enhance audience profiles

    • First-party data (analytics and registration)
    • Second-party data (strategic partners)
    • Third-party data (data vendors)

  • Identify and quantify audience segments

    • Segment size estimates (de-duped overlap)
    • Segment performance analysis
    • Profile data provider scoring

  • Action profile information and segmentation across any channel

    • Adobe Digital Marketing Suite
    • Publisher ad servers (DoubleClick for Publishers, FreeWheel, and others)
    • Demand-side platforms (MediaMath, TURN, and others)

  • Uphold the highest standards of privacy and protection

View the AudienceManager privacy policy.