Introducing People-Based Destinations in Adobe Audience Manager
by Kimaya Chaudhary
posted on 03-26-2019
The challenges facing brands look dramatically different than they did 10 years ago and navigating new and existing channels has proven difficult. People buy experiences not products, which is why every touchpoint and moment matters. And consumers are evolving where they’re spending time: people-based environments, such as mobile messaging platforms, social networks and email, are becoming increasingly popular for not only consumers, but also ad dollars.
Adobe Audience Manager, the industry’s leading data management platform (DMP), plays an integral role in powering exceptional customer experiences every day by breaking down data silos and bringing together fragmented data . However, all DMPs have struggled with extending their brand’s personal experience to people-based environments. As marketers spend a significant amount of their budget in these environments, it’s simply been a missed opportunity to not be able to activate data seamlessly through a DMP.
People-Based Destinations in Adobe Audience Manager is the industry’s first DMP feature to address the challenge of activating channels in walled/private environments. It will enable brands to activate first-party segments across people-based environments, including social networks, using hashed identifiers like email addresses. Launching in beta this May, Adobe will be the only DMP that offers the ability to launch social campaigns more efficiently, activating rich audience segments in social networks and other people-based channels traditionally disconnected from a brand’s DMP.
People Based Destinations uses Audience Manager’s existing data governance and privacy controls while also honoring consumers’ choices about their data. Brands can use this feature to segment and retarget high value customers who may have never even been to their website, or even stop targeting those who have already converted offline. Brands can also combine offline first-party data with online first-party data, including data from Adobe Experience Cloud solutions, to inform paid social media buys for the first time.
Additional news: Trait Recommendations
Another challenge brands face is managing the complexity of each insight, and how to take action in an impactful way. Powered by Adobe Sensei, Audience Manager’s new Trait Recommendations live today and proactively uncovers data connections to build more effective audiences. By digging deep and exposing what is often the missing link, this feature allows brands to make the best use of their data, expand the reach of each campaign and improve conversion rates. By uncovering highly relevant traits in real-time that may have otherwise never been utilized, fragmented data is transformed into meaningful and actionable insights, to build more effective audiences.
We’ve seen customers ask for more granularity when it comes to audience insights and targeting, and we’re excited to bring this feature to life.
Learn more about our new People-Based Destinations feature in Adobe Audience Manager.
Topics: News, Adobe Summit
Products: Audience Manager