Cory: Hey Todd! Time for the big reveal of which lucky Connection is going to have the privilege of being the first to be showcased in this series. Drum roll please…
Todd: Adobe Audience Manager it is! This is one of our most popular and requested integrations, and since it starts with an A or two (AAM!), this is a great place to begin.
Cory: Adobe Audience manager is a data management platform (DMP), used by advertisers and publishers to reach their desired audiences. It’s a market leader in the DMP space with widespread adoption, particularly in the publishing industry, allowing creation of segments based on a combination of 3rd party demographic and behavioral data at an anonymous level.
Todd: For clients of ours using Audience Manager for audience-based advertising objectives, we built the Adobe Audience Manager Connection, which allows you to enrich the information in an existing AAM account.
Cory: In other words, since you have all of the first party data BlueConic collects at an individual level from interactions with your brand on your digital properties, you can create richer segments based on your actual visitors and customers – known and anonymous – that AAM can then use to do better, more precise targeting.
Todd: And who wouldn’t want to be better and more precise? From a technical standpoint, the connection feeds segment and/or specific profile data from BlueConic to Adobe Audience Manager by triggering an HTTP request to AAM.
Cory: The end result is that your look-a-like audiences and retargeting campaigns can be greatly improved through the combination of these two tools. For a brand advertiser, you can identify your best customers (defined by lifetime value, average cart size or frequency of visit, to name a few), create a segment of those individuals and all the associated information you have about them, and then provide those to Audience Manager to create an audience of look-a-likes for advertising.
Todd: Publishers can use a similar approach, increasing the value of the real estate on their own digital properties because of much more accurate targeting they can offer to ad buyers.