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Adobe Audience Manager

Adobe Audience Manager


What is Adobe Audience Manager?

Adobe Audience Manager is a recognized data management platform (DMP) that is integrated into the Adobe Marketing Cloud.

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User Interface Issues: Users have experienced significant challenges with the user interface, noting that it has consistently failed to …
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Popular Features

View all 10 features
  • Collection of first-party data (16)
  • Collection of third-party data (16)
  • Audience taxonomy (16)
  • Data Analysis Dashboard (16)
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What is Adobe Audience Manager?

Adobe Audience Manager is a recognized data management platform (DMP) that is integrated into the Adobe Marketing Cloud.

Entry-level set up fee?

  • No setup fee


  • Free Trial
  • Free/Freemium Version
  • Premium Consulting/Integration Services

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Data Collection

Data collection is important for building a centralized repository of customer, audience, or user data.

Avg 8.1

Data Classification

Classification of data is organizing it into taxonomies

Avg 8.3

Ad Network Integration

Integration with main ad networks, and exchanges to make accurate media buys.

Avg 8.0

DMP Analytics

Tracking and measurement of key metrics

Avg 7.9
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Product Details

What is Adobe Audience Manager?

Adobe Audience Manager Technical Details

Operating SystemsUnspecified
Mobile ApplicationNo

Frequently Asked Questions

Adobe Audience Manager is a recognized data management platform (DMP) that is integrated into the Adobe Marketing Cloud.

Reviewers rate Access to Third-party Data Providers highest, with a score of 9.6.

The most common users of Adobe Audience Manager are from Enterprises (1,001+ employees).
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Reviews and Ratings


Attribute Ratings


(1-16 of 16)
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Score 8 out of 10
Vetted Review
Verified User
Adobe audience Manager is a solid DMP but beginning to show its age in terms of its utility without using additional adobe products (Adobe Analytics, Adobe Experience Platform) to incorporate additional first party profiles and data points. When used with the full adobe stack it can be a powerful tool for activation across third party platforms and for brokering of data between enterprises. Overall, a solid product, but I’m waiting for it to be absorbed into the AEP stack instead of remaining a separate tool in the Experience Cloud.
  • 2nd Party Data Brokering & Exchanges
  • 3rd Party Platform Data Activation
  • 1st Party Data Profiling and User Stitching
  • Loosing functionality with the Death of 3rd Party Data
  • Half Absorbed Functionality by AEP User Profiles
  • No ability to sub-invoice for larger enterprises with multiple stakeholder groups
If you are already using multiple other pieces of the Adobe Experience Cloud stack, adobe audience manager is an easy choice. It allows for quick and easy data activation for your first and potentially brokered 2nd party data. However this product will likely be absorbed into the adobe experience platform (AEP) soon. In the end I would wait to see where adobe is truly headed with this product before investing heavily without additional heavy adobe investments.
Joseph Alleruzzo | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User
I have used Adobe Audience Manager across a number of clients to build and push audiences across a number of different destinations across the digital ecosystem. We use it to try and find the best audiences to convert to grow client transactions and revenue for their business. It is used across the Analytics and media departments.
  • Easy to use
  • Clean UI
  • Broad reach
  • Customer service
  • Product advancements
  • New integrations
We needed to take a client's CRM data and utilize it across paid media which was a good fit for Adobe Audience Manager. We also took that audience data and enriched it to test our various 2nd and 3rd party segments to find new smaller audiences that were more defined and niche.
Score 9 out of 10
Vetted Review
Verified User
Adobe Audience Manager is in usage within the digital intelligence and optimization team. However, in a perfect world, it should be used across the whole organization. As an audience management system, it is possible to create customer segments and can target the right audiences. A key fact is Adobe Audience Manager can use data from third-party vendors.
  • 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.
  • Adobe Audience Manager pulls data from a variety of sources, creates audiences, and exports segments to each destination.
  • Adobe Audience Manager has AI-based components. A new feature is DMP tools, which enables the automated creation of target groups.
  • Should be used in conjunction with the Adobe Experience Cloud stack
  • Quite expensive compared to competitors
  • Few predefined connectors in contrast to the big competitors
If an organization is already using Adobe Experience Cloud products, Adobe Audience Manager is a very good addition. In the e-commerce sector in particular, Adobe Audience Manager can offer great added value. Target group-specific display of various marketing tools can, on the one hand, save money and, on the other hand, show the right person or the right customer the right marketing measures at the right time (in real time).
Dishank Vishnoi | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
It is being used by the department and the key features include integration of online and offline data. We were quickly able to integrate it into our digital platforms and optimize our approach allowing us to make rapid changes.
  • Very easy to create data sources, upload/edit data and set pricing. BAAAM tool is very helpful for batch updates.
  • Centralized data management
  • Intuitive feature setup and menu
  • UI does not loads, lags and is hard to troubleshoot
  • Reporting seems limited
  • Pricing is the biggest con
Well Suited- Data segmentation, which allows creating audiences for advertising to very specific target groups.
Less Appropriate- Analytics data sometime takes more than 24 hours to load.. A lot of manual batch uploads of data.
Score 7 out of 10
Vetted Review
Verified User
I am an IT Manager and we acquired Adobe Audience Manager at first for the IT department, and then later rolled out to a few other departments of our organization. As the manager, it was decided on by our other leads, and I as they would be using it mostly. It's being used to address the business problem of disparate user data across many systems and departments. This is a place to get all our customer data centralized and avoid the issue of segmentation and overlapping projects. You may want to run a demo first as you can really get a feel for all the features its got. You may be surprised as to what it can do!
  • Great way to combine all your customer data.
  • Easy to use and straight forward interface.
  • Fast and quick, saves valuable time.
  • Database irregularities across different DB systems.
  • Hard to get a troubleshoot ticket entered.
  • Initial setup wasn't as easy as expected.
I would highly recommend this product. It compares favorably to other options out there and its Adobe so you're able to expect a certain amount of fluidity and usefulness. There are other solutions out there that you may be able to get for cheaper, but so far, this one has the most features we needed for the right price.
Score 8 out of 10
Vetted Review
Verified User
Our whole organization uses it. Adobe Audience Manager targets and pinpoints the main audience and categorizes them to help us create a database of information regarding our readership. It combines all of our sources to create a report for us to see what works the best for us and what we can improve upon.
  • Audience analytics
  • Audience profile
  • Data source collection
  • User interface
  • FAQ section updated
  • Better support
Adobe Audience Manager is well suited for mid-sized to large companies primarily, unless smaller businesses want to target their audience and discover what is and is not working for them on their account. It can really be applied to most companies that have a digital presence.
Muhammad Hassan Hafeez | TrustRadius Reviewer
Score 6 out of 10
Vetted Review
Verified User
Adobe Audience Manager is one of the best software for Advertising and Analytics. I like the granularity of data segmentation, which allows creating audiences for advertising to very specific target groups, wether it is demographically or anything else.
  • Granularity of Data is one of best feature to offer by Adobe Audience Manager.
  • Integration with AdWords is another feature.
  • With some specific features I've been able to increase my engagement up to 20%.
  • Biggest challenge we faced is teaching the use of it to our employees how to use it. The UI Should be easy and to understand for all fields.
  • The AdWords integration is not easy to do.
  • UI is sometimes slow and doesn't load Analyticals for more than 24 hours.
Adobe Audience Manager is especially good at helping us determine where to focus marketing efforts in order to connect with customers in a best way. The platform is well suited but when it comes to new people who aren't familiar with this platform, it is a big challenge.
Score 10 out of 10
Vetted Review
Verified User
It is being used to drive segmentation in one of the businesses in my organization. It helps us drive insights from internal and external data sources. Adobe Audience Manager helped us identify, segment, and activate audiences with precision and confidence. Some of the specific areas/metrics where we leveraged Adobe Audience Manager are: Site traffic and improved conversions, increasing wallet share of our existing customers by cross-selling, up-selling, improved lifetime value, and lower cost of conversion.
  • Helps us know our audience better to improve messaging and targeting.
  • Excellent segmentation.
  • Easier integration with internal and external data sources.
  • Integration with non-Adobe marketing products such as email automation products.
Excellent for managing segmentation and driving real-time insights for the audience. Helps improve messaging and conversion.
Score 7 out of 10
Vetted Review
Verified User
It is being used for setting the audience for digital marketing campaigns including paid search, social, and display campaigns. It is mainly used by the Digital Advertising Team. It is helping us to build more targeted campaigns with better precision.
  • Advanced geo targeting
  • Interest-based targeting
  • Precision targeting
  • It could integrate for more 3rd party data.
  • It could improve user interfaces.
  • It could have a lower price when bundled with Adobe Analytics.
It is well suited for managing audiences for Digital campaigns such as paid search and paid social. It is less appropriate if you already have a very well-performing audience list in-house.
September 17, 2020

Great data management

Kevin Sohel | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User
We collect data from all consumers creating a segmented audience, extrapolating data specific to an audience profile, which gives us an understanding of the consumers' behaviour. Data management is a daily based activity, therefore I work with it on the clock while studying the niche for our organization. It helps us go forward with targeting the market with the proper tools and designs.
  • Efficient
  • Unbiased
  • Privacy
  • Easy to use
  • Lack of extra tools
  • Unpolished interface
  • Improve shortcuts
AAM is well suited for companies or organizations that require in depth understanding of the audience to keep ahead of its marketing campaign, specifically those that are new in the game, and lacks the understanding of consumer’s behaviour. AAM is a good beginner’s platform for start-ups are already newly developed companies that are looking to expand their personnel.
Mickey Mehta | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User
Adobe Audience Manager is widely used in Wipro. Capturing and diagnosing client's marketing platform and architecture. Lets you identify the most valuable segments.
  • Bringing audience data sets together.
  • Creating market segments.
  • Serving content to right audience.
  • Feasibility of online and offline data integration.
  • A bit expensive.
  • Improvement in mobile analytics.
  • More training/journals would help users.
A great thing to create audience segments for TV advertising by linking it to Comscore data. Also, it helps to provide an idea which area is lacking and one can optimize customer interactions. After using AAM, web traffic increased.
John Chavez | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
We use Adobe Audience Manager as a project management and training tool, specifically in high-level training. This tool allows us to take a traditionally hybrid training model and adapt it so that we can support in-person live facilitation training with online training, and it also supports our e-learning course work by allowing people another avenue to learn.
  • Easy to add content
  • Easy to use and master
  • Easy to incorporate into tech
  • The interface isn't that easy to understand.
  • Set up, in terms of starting a presentation, isn't that easy.
  • Works better with Adobe products, which isn't always a good thing.
I know that our Human Resources department uses it to support the HR team when they are doing onboarding, and it makes it easy for them to be able to manage the users and get feedback from them. As a trainer, I have the easy functionality and the easy recording processes that help me validate training. For me those two things make it perfect. I can't say there's a scenario where it's "less useful."
Score 7 out of 10
Vetted Review
Verified User
Audience Manager really comes through when we need to compare the customer addressable audience, customer total audience, and the audience manager's addressable audience for a specific destination.
  • More profitable ad campaigns.
  • Target market the perfect customer.
  • Create neat plugins.
  • Customer ID's can go missing during exportation.
  • The technology has a long learning curve for the novice.
  • I would love to see video training materials for the beginner.
I am not an advocate for Adobe Audience Manager. I try to stay away from all things Adobe as they constantly require updating their system, cross market other products. Adobe Audience Manager and all Adobe products are used over and over again to simply cross market their other services that they provide.
Score 8 out of 10
Vetted Review
Verified User
Adobe Audience Manager is being used throughout our marketing and social media departments. We're planning to roll it out to other areas of the business as needs arise. It's being used to address the business problem of not being able to easily identify our audience segments and group them intelligently.
  • Ease of use
  • Fast data analysis and organization
  • Fairly priced
  • Support is tough to get in touch with
  • Advanced options missing in some places
  • Better reporting options
There's a slew of products out there in the market that attempt to do what Adobe Audience Manager does, but none of them come quite as close to as good as Adobe. It's easy and fast at what it does and is not the most expensive option in its category. For these reasons, I would definitely recommend it.
Gaurav Gautam | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User
Adobe Audience manager was used as a part of whole Adobe marketing cloud (including Adobe Analytics, Adobe campaign. Ad-hoc, Adobe social , Adobe target and Adobe tag manager) . Adobe Audience manager was the master source (DMP) for creating customer profile rich segments and then pushing those segments or audiences to any of the other Adobe marketing cloud products for target campaigns, Adobe email campaigns as well as for social campaigns. It was also linked with Responsys at customer ID level.
In the end, what we achieved was customer 360 profiles and shared segments for effective marketing campaigns.
  • Easy integration : AAM easily integrates with third party products- we were able to link Adobe audience manager with third party tools such as Gigya, janrain and Responsys.
  • Rich information: AAM provide very rich third party and first party data about each customer/visitor.
  • Intuitive user interface: With least training , one can easily start using AAM .
  • Tricky implementation: Adobe Audience manager implementation is tricky because it has to integrate with all your products deployed on the website. So it is a good amount of work. Followed by validation of data cross systems.
  • Cost: Even though AAM uses the same (visitor) data that is used by all other Adobe marketing cloud products, Adobe still charges for each visitor call to AAM hence its cost is proportional to number of products you use.
Adobe Audience Manager was great asset to our initiatives to create audience segments for TV advertising by linking it to Comscore data.
Matt LeMaire, B.A., M.A. | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User
We implemented Adobe Audience Manager to gain specific insights into customer behavior. This implementation was made across our marketing and sales teams in the organization as a way to better understand our potential and existing customers. One of our greatest concerns at the time was that we didn't have enough data on our customers until after they had made contact and/or made a purchase. We instead wanted to be more proactive, attempting to understand their buying patterns and interests and therefore serve them content that catered to where they were in the buying process. Using AAM allowed to collect and analyze this data, realizing an overall increase of close to 20% revenue per customer. We also saw an increase in web traffic using AAM.
  • We are able to generate reports that provide valuable insights into potential customer behavior, allowing us to better focus our marketing efforts.
  • By allowing us to understand who are key audiences are and how they overlap with other brands and products, AAM allows us to get a fuller picture of how we should target our audience.
  • Reporting in AAM is wonderful in that it is easy to understand and exportable. The use of graphics and updates make it easier to share insights with various team members--even those with minimum experience in marketing and analytics.
  • Overall, AAM is a great software but it is also expensive. I would advise those considering it to give time to the trial first before fully committing.
  • Mobile analysis is not all that it's cracked up to be, with an inability to accurate track which mobile stats are unique. This might have changed since we used the mobile analytics.
  • While the insights are great for sharing, training users on how to use AAM can be challenging as it doesn't seem geared to the average user. Perhaps Adobe can provide more robust training tools or suggestions to make this transition smoother.
If you feel as though your online presence isn't quite hitting where it should, Adobe Audience Manager (AAM) might provide the insights to help you identify the areas in which it is lacking (the gaps). As a result, you can adjust your approach and optimize your customer interactions. With that said, if you currently deploy software for the analysis of customer data, you should consider whether AAM will add value. I would suggest setting some strategic objectives so that you can ensure that AAM will meet your current and future needs.
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