A look at some common publisher needs met by Adobe Audience Manager.
Unify View of User and Highlight Audience Insight
Create a single audience repository that provides you with an overview of all your users and data points. This includes information like site behavior (potentially from Analytics), display impressions, offline registration databases, CRM databases, video consumption, email initiatives and promotions.
Discover audiences, run smarter ad or sales campaigns, and manage customer insight.
Aggregate related customer insights across all your channels.
Empower your Ad Sales Research team to monetize publisher audience profiles, highlight "Do it yourself" enthusiasts as relevant for a forthcoming Home Depot campaign.
Create Advertising Audience Segments With First-Party Analytics Data
Extract maximum value from first-party data to create actionable audience segments, package them, and sell these segments to advertisers looking for specific audiences.
Enhance revenue by monetizing audiences instead of content.
Aggregate a first-party segment of "Tech Geeks" across a network of properties.
Include technical email newsletter registrants.
Monetize "Tech Geeks" as a premium product on the digital rate card for relevant advertisers.
Improve Personalized Site Content Delivery
Present specific content to the user to help:
Increase segment size, page views, and impressions.
Create a more relevant experience for that site visitor.
Audience Manager's real-time analysis helps improve audience recognition, which enhances the on-site experience by delivering relevant, personalized content.
This gives you the opportunity to add content personalization as a line item to your premium audience products.
Analytics provides first-party data about audience interest in travel content. Create a segment called "Travel Enthusiasts" based on this information.
Integrate Audience Manager with a system like Adobe CQ to manage content personalization campaigns.
Target the travel segment to an airline, hotel, or hospitality advertiser to help improve ad revenue generated by your inventory.
Improve Off-site Reach Extension
This use case works with first-party, Analytics data sent to a demand-side platform (DSP).
Extend audience-targeted buys to off-site inventory sources through a DSP.
Align analytics data points with on-site and off-site display advertising and monetize audience inventory in 'sold-out' situations.
Create an "Income Tax Researchers" segment.
Align on-side ad campaign sold to Turbo Tax with an off-site reach extension campaign through a DSP such as Adobe Advertising Cloud.
Create High Value Segments and Improve Reach with Look-alike Modeling