I remember when I was buying online media in 2000. The industry was leveraging traditional media strategies and transferring these strategies to digital. My process included a conversation with the publisher to negotiate CPMs live, manual unique URL creation for tracking ad unit success, an excel spreadsheet for attribution and measuring CPA, and a fax machine to distribute I/Os. Today, we have DSPs and the Ad Cloud. The rest of my career included building internal systems to manage web sites and custom CMS systems. Today, we call this experience management. I also convinced companies to invest in email versus direct mail for more real-time personalization and efficient marketing practices. Today, we call this cross-channel management.
The punchline here — if your career isn’t evolving with the technology stack and the evolution of industry, you will no longer be able to differentiate yourself with unique skillsets, build strategies to remain competitively relevant, or lead teams that truly manage moments with your brand.
And no matter what you’re hearing in the market —DMPs are, and will be, considered an integral part of the martech cloud stack. No other solution (though I may be slightly biased) aggregates data from key sources, enables modeling and access to additional data sources, enables marketers to transform this data into audiences, and enables activations across channels in real time like Adobe Audience Manager (AAM), Adobe’s DMP. Plus, AAM has bidirectional integration points with Adobe Analytics, the industry-leading enterprise platform for customer intelligence. How much do you know about Adobe’s DMP?
Don’t just take our word for it
Whether you’re using a DMP today or considering a DMP in the future, Adobe Summit is one key place to learn about Audience Manager, its integrations with the Adobe Experience Cloud solutions, and its evolution as a technology offering. Digital experts from brands such as Lenovo, T-Mobile, Sky, and U.S. Bank will be speaking in the Data and Analytics track alongside Adobe experts. Key topics will include DMP 101, organizational readiness, data science, identity management, and enterprise DMP.
