Adobe is a Leader in Forrester Wave Report on Data Management Platforms – Again
by Ali Bohra
posted on 11-10-2015
Brands, publishers, and agencies have come a long way since the introduction of the Data Management Platform (DMP) industry less than a decade ago. Savvy marketers now know the difference between a basic segmentation capability within a marketing platform and a true DMP that aggregates data sources to form unique user profiles that can be activated across multiple channels. CMOs and CIOs have turned to DMP technology as the central data management hub, enabling them to bridge disparate advertising and marketing technologies, break down organizational silos, and ultimately power programmatic efforts.
Back in 2013, we were thrilled to announce that Adobe Audience Manager, our DMP solution, was recognized as a leader in the last “The Forrester Wave™: Data Management Platforms, Q3 2013” report. Well, the verdict is in and for the second time, Adobe continues to be a leader in the space. I am excited to announce that Adobe Audience Manager received the highest score for Current Offering in “The Forrester Wave™: Data Management Platforms, Q4 2015” report by Forrester Research, Inc. According to the report, “Adobe leads the DMP Forrester Wave, as it did in 2013. Adobe’s anticipation of market development and the ensuing interests of its clients — existing and potential — made the vendor an early mover.”
Early this year, Adobe made the decision to brand Audience Manager a standalone solution Based on what we continue to hear from customers, Adobe has built the product to integrate within the Marketing Cloud and beyond.
“Adobe has long been a market trendsetter; its acquisition of Demdex in 2011 resulted in an integrated stack of ad tech components with the DMP at the center and the intelligence engine generating insights that can cross the enterprise and drive smart marketing decisions,” according to the report. The report states that customers should, “Consider Adobe if you want all options: a full stack plus an array of integrations.”
This year alone, Audience Manager has been releasing innovations including but not limited to:
- Data Export Controls: Enabling brands and publishers market responsibly by setting controls to where data is sent in order to comply with legal, privacy and business governance – an important feature required to integrate cross channels solutions such as Adobe Campaign.
- Profile Link: Connecting the dots of the customer journey by providing the ability to stich profiles across known and anonymous states, target across screens, and build a deterministic device graph
- Addressable Audiences: Providing match rate data between segments and destinations so digital marketers and key publishers can make the informed decisions regarding audience activation.
- Audience Marketplace: Facilitating second and third-party data partnerships without the hassle. According to key data sellers, it also provides them with a flexible way to price and sell.
Brands and agencies who use Audience Manager include Time Warner Cable, Condé Nast, Intuit, Camelot Strategic Marketing, Scripps and Media, and VivaKi (part of the Publicis Groupe), among others.
A complimentary copy of “The Forrester Wave™: Data Management Platforms, Q4 2015” report is available here. We are excited to see Adobe Audience Manager named as a leader (again) and we believe this recognition continues to validate our vision, position, and execution in enabling digital marketers to aggregate, transform, and activate audiences across any platform.
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