Adobe Advertising Integrations with Adobe Audience Manager

Last update: February 23, 2024

CREATED FOR:

  • User
  • Developer

You can integrate Adobe Advertising with Audience Manager in the following ways.

Synchronize Audience Manager and other Adobe Segments for Ad Targeting

Search, Social, & Commerce and DSP can pull in metadata, hierarchy data, and unique audience data for all of an advertiser’s or agency’s Audience Manager and other Adobe audiences. This unique connection is available only to marketers using Adobe Advertising. See “Import Adobe Audience Manager Segments for Ad Targeting.”

Use Audience Manager and Other Adobe Segments to Create Google Ads Audiences

Opted-in advertisers with Advertising Search, Social, & Commerce only

Within Search, Social, & Commerce, you can create Google Ads customer match audiences from user IDs using your existing Audience Manager segments that have Adobe Media Optimizer (HTTP) and Adobe Media Optimizer Batch Destination as destinations. (Media Optimizer is a former name for Search, Social, & Commerce.) This includes Adobe Analytics segments that are published to Adobe Experience Cloud and segments that are created using the Adobe Experience Cloud Audience Library. For more information, see “Create Google Ads customer match audiences from Adobe audiences.”

Customer match audiences from user IDs work like website tag-based audiences, but a non-PII ID is assigned to unique audience members for distinct benefits over standard customer match and website tag-based audiences.

To create the necessary user IDs, you must use an Adobe Advertising JavaScript tag on your websites. Contact your Adobe Account Team for more information.

segment creation process

Once you create the audiences, you can use them in Google Ads campaigns as campaign-level or ad group-level targets or exclusions.

Use Audience Manager and other Adobe Segments to Target or Exclude Ads

  • (Opted-in advertisers with Search, Social, & Commerce) You can use any Google Ads audiences that were created using Adobe segments as campaign-level or ad group-level targets or exclusions in your Google Ads campaigns.

  • (Advertisers with DSP) You can use your existing Adobe segments as targets for your ad placements. You can optionally include the segments in reusable audiences, which you can use as targets or exclusions for multiple placements.

  • (Advertisers with Advertising Creative) You can use your existing Adobe segments as targets for specific creatives in your ad experiences.

NOTE
For more information about how to create audiences in the Audience Manager and Experience Cloud Audience Library interfaces, and common use cases for different audience types, see “Audience creation options.”

Send DSP Media Exposure Data to Audience Manager

Advertisers with DSP only

DSP customers with Adobe Audience Manager can capture data from ad campaigns using pixel calls to Audience Manager. You can then use the campaign data to build rule-based traits, which you can use to define new segments to enable various DSP use cases, such as more advanced segmentation, frequency management, marketing analytics, and reporting insights.

See “Overview of Sending DSP Media Exposure Data to Adobe Audience Manager” for more information.

Get Richer Insights into Site Activity with Audience Analytics

Adobe Advertising customers with Adobe Audience Analytics can send both Adobe Advertising-tracked data and Audience Manager segments to Analytics for enriched insights about site activity.

For more information, see “Adobe Audience Analytics for Adobe Advertising Customers.”

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