In a multi-device world, it’s becoming increasingly difficult for marketers to consolidate the data of a single customer across several different channels. Adobe is now offering a solution in its Audience Manager (part of Adobe Media Optimizer) platform.
Adobe Audience Manager will now let marketers target the same customer across multiple devices, such as their phone, tablet and desktop. For example, if a customer begins a search for a hotel on a tablet, and ends the day doing similar research on their phone, Audience Manager will now be able to take the customer interaction data from both devices and use it to target them across several different channels.
In a blog post, Adobe director of product management, advertising solutions Ali Bohra writes:
Adobe is providing marketers the “levers” to choose when and how to map devices to individual consumers. For the first time, marketers have the tools to profile who in a household is consuming content on a connected device at any given moment. For example, a leading digital magazine publisher can identify separate personas within a household (i.e. techie mom and travel-savvy dad) and have the ability to associate those personas with different individuals in the household in a privacy –friendly manner.
That single persona identified in Audience Manager can be targeted through the rest of Adobe’s engagement solutions in its Marketing Cloud.