We are hear­ing from our clients that the Data (or Audi­ence) Man­age­ment Plat­form is becom­ing an increas­ingly impor­tant part of their busi­ness.  It has ben­e­fits for both pub­lish­ers and adver­tis­ers and allows them to have a holis­tic view of their cus­tomers across var­i­ous data sources (offline and online) span­ning dif­fer­ent lines of busi­ness. Too often mar­ket­ing teams for dif­fer­ent busi­ness units work in silos, and data is cap­tured in silos, pro­vid­ing lit­tle insight into the over­all view of their cus­tomers and audi­ences, mon­e­ti­za­tion oppor­tu­ni­ties, and the impact of var­i­ous mar­ket­ing pro­grams.  Data/Audience Man­age­ment Plat­forms solve these challenges.

Given that the data man­age­ment plat­form (DMP) mar­ket is heat­ing up, we’re thrilled that Adobe Audi­ence­M­an­ager, a fully inte­grated com­po­nent of Adobe Mar­ket­ing Cloud, was rec­og­nized as a leader and received the high­est score for Strat­egy in “The For­rester Wave™: Data Man­age­ment Plat­forms, Q3 2013″ report by For­rester Research, Inc. Adobe was one of seven com­pa­nies For­rester eval­u­ated in the inde­pen­dent report based on ven­dors’ cur­rent offer­ing, strat­egy and mar­ket pres­ence.  

Adobe Audi­ence­M­an­ager (for­merly Demdex, acquired by Adobe) is the industry’s first DMP that con­sol­i­dates audi­ence infor­ma­tion from all avail­able sources. It helps iden­tify and reach key audi­ence seg­ments so adver­tis­ers and pub­lish­ers can con­sis­tently deliver more rel­e­vant, cus­tomized dig­i­tal expe­ri­ences to their cus­tomers. The solu­tion enables adver­tis­ers and pub­lish­ers to man­age how their audi­ence data is col­lected, shared and used among their part­ner tech­nolo­gies, sys­tems and processes. Adobe Audi­ence­M­an­ager cus­tomers include Condé Nast, Intuit, Sony, and Trav­e­loc­ity, among others.

Adobe Audi­ence­M­an­ager (AAM) leads the pack in this first-ever Data Man­age­ment Plat­form For­rester Wave, with a strong cur­rent offer­ing, well-defined strat­egy, and the force of a multi­bil­lion dol­lar com­pany to help deliver on that strat­egy,” stated the recently pub­lished report. “Adobe’s 2010 acqui­si­tion of stand­alone DMP tech­nol­ogy Demdex gave it a foothold in the space, but the real Adobe Mar­ket­ing Cloud story – of which AAM is described as a crit­i­cal com­po­nent – has only just begun to come to fruition,” the report added.

For­rester also noted Adobe AudienceManager’s “DMP clients describ­ing the seam­less­ness across sev­eral Adobe prod­ucts – includ­ing its Ana­lyt­ics and Tar­get prod­ucts…” The report noted, “[…] Adobe is well down the road in build­ing out a mar­ket­ing tech­nol­ogy stack that broadly addresses data intel­li­gence and audi­ence delivery.”

For adver­tis­ers, in many ways a DMP is an exten­sion of their offline direct mar­ket­ing data­base, expanded to include online data and online mar­ket­ing chan­nels with data part­ner inte­gra­tions for deeper audi­ence seg­men­ta­tion capa­bil­i­ties. DMP capa­bil­i­ties allow adver­tis­ers to grow their rev­enue and cus­tomer base through more effi­cient and effec­tive mar­ket­ing via increased vis­i­bil­ity into their most valu­able audi­ences and prospects. For pub­lish­ers, the DMP allows them to iden­tify their unique high value audi­ences and bet­ter mon­e­tize those audi­ences and ad inventory.

A com­pli­men­tary copy of “The For­rester Wave™: Data Man­age­ment Plat­forms, Q3 2013” report is avail­able here. We are excited to see Adobe Audi­ence­M­an­ager des­ig­nated as a leader and we believe this recog­ni­tion fur­ther val­i­dates our posi­tion in help­ing dig­i­tal mar­keters deliver the right mes­sage to the right audi­ence at the right time while dri­ving rev­enue.” Check out the report and let us know what you think about Adobe AudienceManager.