Forrester Report: Adobe Named a Leader in Data Management Platforms

by Ken Tsai

posted on 06-13-2019

We’re proud to announce that we’ve been named a Leader in “The Forrester Wave: Data Management Platforms, Q2 2019” published today. Our industry-leading DMP, Adobe Audience Manager, part of the Adobe Experience Cloud, was one of only two Leaders evaluated against 34 criteria based on current offering, product strategy, and market presence.

Delivering memorable personalized experiences begins with data, and brands today understand the need for a customer experience management partner. At its heart, our DMP has led the way for marketers to adapt to this new paradigm. Adobe Audience Manager has established itself as the most comprehensive solution for managing audience sources from disparate first-, second-, and third-party systems, and it serves as the hub of customer intelligence and audience activation for enterprises around the globe.

The marketing landscape has evolved rapidly since the original Forrester Wave for DMPs was published in 2013. Consumers’ behaviors and expectations have shifted over the course of the past decade, as the proliferations of media channels, mobile devices, smart-home systems, and virtual-reality sets indicate. In this connected world, it’s become critical that brands, agencies, and publishers understand their customers and deliver delightful experiences at every turn.

What Forrester has to say about us

As noted in report, “Adobe supports advertisers that want to push the DMP boundaries. Audience Manager aims to connect consumer data with ‘experience delivery’ across all customer touchpoints — online and offline… Adobe envisions creating this closed-loop marketing system based on identity management and advanced analytics. And customers are bought into its vision.”

Our mission at Adobe is to empower marketers across industries to thrive as experience-driven businesses by providing best-in-class solutions coupled with powerful integrations across our technology stack and throughout the ecosystem. From 2016 to 2018, Audience Manager saw a 93 percent customer growth rate.

Marketers are harnessing the power of our seamless, integrated data management platform, and it’s with pride that Forrester recognizes our DMP with highest scores possible in 22 criteria, including adtech ecosystem data, device identification, data security, data privacy, segment flexibility, product vision, and market presence.

We’re honored to receive this recognition and see it as further validation of our mission to empower customers to become experience businesses with the help of Adobe Audience Manager.

Learn more by downloading “The Forrester Wave: Data Management Platforms, Q2 2019.”

Topics: News, Digital Transformation

Products: Audience Manager