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Adobe Named a Leader in Data Management Platforms by Independent Research Firm

Adobe Audience Manager Recognized for Highest Score in Current Offering 

Adobe (Nasdaq:ADBE) today announced that Adobe® Audience Manager, the company’s data management platform (DMP) and one of eight solutions in Adobe Marketing Cloud, was recognized as a leader and received the highest score for Current Offering in “The Forrester Wave™: Data Management Platforms, Q4 2015” report by Forrester Research, Inc. Adobe was one of the companies Forrester invited to participate in the independent report, which evaluated eight data management platform vendors against 66 criteria, including Current Offering, Strategy and Market Presence.

“Adobe has long been a market trendsetter; its acquisition of Demdex in 2011 resulted in an integrated stack of ad tech components with the DMP at the center and the intelligence engine generating insights that can cross the enterprise and drive smart marketing decisions,” stated Forrester in the report. “Adobe leads the DMP Forrester Wave, as it did in 2013. Adobe’s anticipation of market development and the ensuing interests of its clients — existing and potential — made the vendor an early mover, as exemplified by its acquisition of Demdex in 2011,” the report added.

Additionally, Forrester noted that Adobe Audience Manager “continues to have a compelling product development strategy built on partnerships with best-of-breed specialists, like LiveRamp for onboarding; on customization, as with its approach to taxonomy; and on seamless access to complementary Adobe products, like Analytics, Experience Manager, Target, Social, and more.”

Adobe Audience Manager, the industry’s first DMP that consolidates audience information from all available sources, helps advertisers and publishers build unique audience profiles to identify the most valuable segments and use them across digital marketing channels. Advertisers can grow their revenue and customer base through unified, actionable views of their audiences, while publishers can sell advertisers their unique audience segments — not just impressions. Customers include Camelot Strategic Marketing & Media, Condé Nast, Epsilon, Intuit, Scripps Networks Interactive, Time Warner Cable and VivaKi (part of the Publicis Groupe), among others.

“We are thrilled to be recognized again as one of the top DMP vendors who lead the pack,” said Amit Ahuja, general manager of data management at Adobe. “We believe the report’s recognition of Adobe Audience Manager reaffirms our leadership in the DMP market and speaks to the solution’s holistic offering and full integration with Adobe Marketing Cloud to deliver relevant and personalized messages to the right audience at the right time.”

Also today, Adobe announced the availability of Audience Marketplace, a new data exchange in Adobe Audience Manager. Audience Marketplace is a private data marketplace that connects advertisers and content publishers to buy and sell second and third-party data without the time-consuming challenges of setting up individual partnership agreements.

A complimentary copy of “The Forrester Wave™: Data Management Platforms, Q4 2015” report is available here.

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