Audience Manager’s data collection and ownership can be divided into first, second and third-party data – each of which is collected or acquired in different ways.
First-party data is direct customer data, collected online from interactions and website visits or offline via CRM or other customer data collection tools.
Second-party data comes from strategic partners and advertisers, for example data shared between a credit card company and a co-brand partner such as an airline who share loyalty insight and purchase activity between themselves.
Third-party data comes from other sources, such as demographic or geographic data, or information purchased through aggregated data providers such as Experian.
Customer characteristics, called ‘signals’ are captured in detail, ranging from favourite colours to typical spending patterns. These data collections are then stored, segmented, and used to create audience profiles that can be sent to targeting platforms such as ad servers and social media via cookies, URLs or server-to-server destinations.
What will Adobe Audience Manager help you achieve?
The in-depth understanding acquired through using Adobe Audience Manager ensures that you are serving timely, relevant and targeted advertising content to the people most likely to engage with it.
Benefits of using Audience Manager?
With Audience Manager, you can benefit from:
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Multi-device data capture
Adobe Audience Manager has the ability to stitch together data by using identifiers of different data sources in server-side IDs or cookies. This means you can unify a visitor’s journey that took place across multiple devices. Studies have shown that 40% of people who start on one screen, finish on another so AAM will connect the two (or more) devices used to give complete insight on an individual’s activity.
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Proactive predictions
Audience Manager supports predictive modelling as well as look-alike modelling. This means that it can proactively create audiences with a specific propensity to convert.
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Multiple sources, single segmentation
Audience Manager provides additional features to allow advertisers, publishers and agencies to combine user profiles from authenticated and non-authenticated environments and devices into a single profile for segmentation.
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Flexible integration
Audience Manager works as part of the Adobe Experience Cloud technology stack but also integrates seamlessly with third-party solutions you may be using, so you can always deliver the best experiences for your customers.
