Adobe Audience Manager , more commonly known as AAM, is a leading Data Management Platform. Independent research firm Forrester lists it as a leader in its report published on Q3 of 2013. You can access this report for free here.
Data Management Platforms or the DMPs are the hottest(although they have been around for a while now) buzzwords in the world of programmatic advertising.
A DMP sits right at the center of advertising ecosystem and acts as a repository of data from various streams- Websites, Analytics tools, Email marketing systems, CRMs, Social systems etc.
The collected data is then formed into intelligent reusable segments that are then exported to various platforms(called DSPs) for advertising and driving website personaliszation.
AAM is the leading DMP in the market which along with Adobe Media Optimizer(AMO), achieves display and search retargeting. AMO is paid media management platform which works across Search, Social and Display channels.
Audiences from the AAM gets available in AMO and then are targeted over the entire RTB inventory. These audiences can also be targeted over Google Search with the help of remarketing list for search ads(RLSA) feature.
Another attribute of AAM is that it acts as a marketplace for you to buy 3rd party data from various 3rd party data providers like Bizo, Exelate etc. Many successful marketers are leveraging AAM's capability to derive success in an increasingly digital world.
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