[UPDATE 07/01/2019] I have changed the operator in the trait expressions. Thanks Glenn! Initially, when we think of segments (or clusters) for ad segmentation, we think of ever-growing groups of cookies. Simple use case like purchasers, visitors to our website, subscribers to a newsletter or owners of a device fit in this model. However, advanced (and not so advanced) use cases do not work well with this model, where we have visitors entering and leaving regularly a segment, so a segment can shrink in size: Retargeting dropped baskets: the moment someone places an order, you do not want to retarget him again Customers of a mobile operator: it is very common nowadays to switch to a different provider frequently Age group: ever day, visitors enter one particular age group or leave it, as people grow older
Before I started working with Adobe Audience Manager, I had a very limited knowledge of the on-line advertising market. In the past, I had managed Google AdWords campaigns, but that was all I knew. Now that I have been working for some time with a few AAM customers, I have realised that the market for on-line campaigns is huge. There are many actors involved: agencies, trading desks, DMPs, DSPs, SSPs… I still have to learn more about this market.
Today’s post is going to be a different form the last few posts, a bit more hands-on. One of the typical questions I get from my AAM customers is “how do I detect a user browsing with an iPhone [model]”. The only solution we have to reliably detect the device is through the User-Agent. Although this should be very simple, in theory, there is one problem: Apple does not want you to detect the iPhone model. Android devices include in the User-Agent the name of the device, or enough information to get it from there. However, Safari browsers include the device type (iPod, iPad or iPhone) and the iOS version, with no hint of the model.
This is my first attempt to write an opinion article. I had it in my mind for some time, but the sparkle was a question during my talk at the London Analytics Labs. One attendee asked me about the future of on-line advertising if 3rd party cookies and/or ads were blocked from all browsers. So, this is my point of view.
In my experience as an Adobe Audience Manager consultant, I have noticed that many clients need a lot of hand-holding at the beginning when working with this DMP. Coming from the Web analytics world, this was a bit of a surprise to me at the beginning. I remember when I started an Adobe Analytics project I worked on 6 months ago, one of the client teams had a spreadsheet with 138 requirements… and that was only one of the teams involved. They knew exactly what they needed from the tool, which made my life easier. However, this is rarely the case in an AAM project.
As all digital marketers know, surveys provide invaluable information from visitors. They allow you to know various types of information from the visitors: the website itself, likelihood of buying, preferred products… The outcome of these surveys can be used to modify certain aspects of the experience or target the visitors with specific messages. All marketers would like every single customer to perform a survey and use that information to create a perfect experience for each visitor, but the reality is far from this ideal. Only very few visitors end up accepting the invitation and this usually happens when there is a potential reward.
The concept of a DMP (Data Management Platform) is not new in the digital marketing arena. However, there are still many marketers who do not know of this type of platform and what it can do for them. I will explain what is a DMP and what is Adobe Audience Manager.