Item: Adobe Audience Manager
Rating: 8
Author: Verified User

Use Cases and Deployment Scope

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.

Pros and Cons

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

Most Important Features

2nd Party Data Brokering and Management
1st Party Data Activation
User stitching and Freuqency Limits

Return on Investment

Overall a Positive Return for Business who go All in on the Adobe Stack
Solid work for brokering and anonymously sharing data between first and second parties
The death of TRUE 3rd party data has lessened the effectiveness of all DMPs

Alternatives Considered

Epsilon PeopleCloud (Agility Harmony), Neustar Identity Data Management Platform (IDMP, PlatformOne) and Salesforce Audience Studio (formerly salesforce dmp)

Overall all DMPs have suffered from the death of 3rd party cookies and data. Regardless the close ties to adobe’s experience platform and the rest of the experience cloud stack have enabled adobe to stay competitive and keep features up; however in the end this product will eventually be an activation mechanism for the AEP Customer Profiles from the real-time CDP platform.

Key Insights

Do you think Adobe Audience Manager delivers good value for the price?

Yes

Are you happy with Adobe Audience Manager's feature set?

Yes

Did Adobe Audience Manager live up to sales and marketing promises?

Yes

Did implementation of Adobe Audience Manager go as expected?

Yes

Would you buy Adobe Audience Manager again?

Yes

Likelihood to Recommend

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.

Solid Product for Users of the Wider Adobe Stack

Overall Satisfaction with Adobe Audience Manager