Evolution from Audience Manager to Real-Time CDP
As your organization evolves to use Adobe Real-Time CDP, explore these considerations to prepare your data and to become aware of critical differences between the two technologies. This article is aimed at a practitioner audience.
1. Consider data architecture within Audience Manager
As you consider the evolution from Audience Manager to Real-Time CDP, now is a critical time to analyze your Audience Manager segments and determine what the signals, traits, and rules are that make up those segments.
Furthermore, think about the data sources that you currently use in Audience Manager.
Adobe recommends that you categorize your segments as follows:
- Segments that can be sent to Experience Platform via the Audience Manager Source Connector, as they have no data dependencies, no destination or activation challenges, and their segmentation rules can be created through the Real-Time CDP segment builder later.
- Segments that have rules that can be supported but may have contain data that won’t be available in Real-Time CDP.
- Segments that cannot be created in Real-Time CDP and are missing functionality.
2. Which segments are critical to send through via Audience Manager Source Connector?
Based on their evaluation criteria, segments that have no data dependencies, no destination or activation challenges, and their segmentation rules can be created through Real-Time CDP data collection like Adobe Experience Platform Web SDK at a later date should be sent through the Audience Manager Source Connector.
3. Will you be using the Experience Cloud Audiences destination to bring data back to Audience Manager?
Segments that have rules that can be supported in Real-Time CDP but have activation dependencies to Audience Manager could be sent to Audience Manager via the Experience Cloud Audiences destination card.
4. Which destinations do you have in place in Audience Manager today that you can start moving to Real-Time CDP?
Adobe strongly recommends that segments activated in Audience Manager to people-based destinations get pushed to Real-Time CDP via the Audience Manager Source Connector, to then activate through Real-Time CDP.
All people-based destinations available in Audience Manager - Facebook, Google Customer Match, LinkedIn - are also available in Real-Time CDP.
Additional first-party data and media strategy partners like Pinterest, Snapchat, TikTok, Amazon Ads, and The Trade Desk are available.
Real-Time CDP currently supports more than 60 destinations natively in the catalog, over 20 of which are advertising or social destinations that support first-party audience matching.
Next steps
After reading this page, you now have a first set of considerations to work through as you start your evolution from Audience Manager to Real-Time CDP.