AMO Queries

[AEM_Forum]

Hi,

1. Segments: Are Segments created inside AMO?

There are a lot of overlapping functionalities in AMC  products.

AEM creates Segments, Campaign creates Segments, Target  creates Segments and now, I am learning AMO also does.

2. Adobe Audience Manager and AMO: Please explain the union and intersection of functionalities. Were they used to exist separately earlier and now merged in to one product?

When do we use one product than other?

3. What demand-side platforms does AMO integrate with? How? Protocol? Is it just configuration or some coding also is involved?

4. Does AMO have any analytics of its own? Or it has to integrate with one like Adobe Analytics?

5. What are some automated systems for advertising and how AMO integrates with them?

Please direct me to an architecture diagram involving AMO, any automated system, and any demand-side platform, to help me get a better/bigger picture.

6. Who are the other vendors and their products in this space?

7. AMO has a datamart of its own? Does it store things in RDBMS?

8. Does AMO integrate with systems like Datalogix?

Appreciate your responses.

Thanks,

Rama.

[AEM_Forum]

I am guilty of putting across multiple questions in one post, but was forced to do so by the situation.

Kindly address them asap.

Thanks,

Rama.

[TanmayMathur]

Hi Rama, 

Thanks for reaching out to the community! We are getting answers for all your questions, expect a reply shortly. :)

Tanmay

[saurabhk17 · Accepted solution]

Hi Rama,

I do not have answer for all your queries for now as your queries are specific to disparate solutions from Marketing Cloud, but please see my answers for some of them.

1. Segments: Are Segments created inside AMO? 

There are a lot of overlapping functionalities in AMC  products.

AEM creates Segments, Campaign creates Segments, Target  creates Segments and now, I am learning AMO also does.

Segments are first created in Analytics and Audience Manager, then later on passed to AMO via our core services from Marketing cloud. Though, it is possible to create segments for Remarketing Audiences via AMO for Display. Any segment has to be created first within its own MC platform.

2. Adobe Audience Manager and AMO: Please explain the union and intersection of functionalities. Were they used to exist separately earlier and now merged in to one product?

When do we use one product than other? Not sure on this one.

3. What demand-side platforms does AMO integrate with? How? Protocol? Is it just configuration or some coding also is involved? There is no coding for DSP and AMO itself is one of them. Any DSP is integrated with Ad exchanges and even we are with Doubleclick AdX, Appnexus, Pubmatic, Rubicon, MS Advertising exchange, Index, OpenX, Yahoo, AOL., SpotX, It is open auction marketplace.

4. Does AMO have any analytics of its own? Or it has to integrate with one like Adobe Analytics? It has to be integrated with Adobe Analytics to utilize 1st party data.

5. What are some automated systems for advertising and how AMO integrates with them? All the campaigns are optimized through our platform which is automated tool and doesn't require manual efforts once you set up everything. For more information, you can get in touch with any of our sales representatives.

Please direct me to an architecture diagram involving AMO, any automated system, and any demand-side platform, to help me get a better/bigger picture. Please refer to attached file for more details and will give you exact picture of kind of integrations we have for AMO.

6. Who are the other vendors and their products in this space? We are among one of the leaders in this space offering multi solutions in Digital domain. There are only few of them which might offer some of the tools but with not complete integration stack. You can check on Google for more info.

7. AMO has a datamart of its own? Does it store things in RDBMS? No Idea here.

8. Does AMO integrate with systems like Datalogix? Yes, we can integrate with 3rd party vendors like Datalogix, BlueKai, Bizo etc. Though, it will depend on which markets you would like to target your campaigns as every market will have different data and cost involved.

Hope this helps:)

[AEM_Forum]

I highly appreciate these responses.

They have enhanced my knowledge and better placed me to perform my function.

Thanks,

Rama.

[AEM_Forum]

I highly appreciate these responses.

They have enhanced my knowledge and better placed me to perform my function.

Thanks,

Rama.

[aakash_kumar1]

Answering question 2 and 7 left by the above poster.

2. Adobe Audience Manager and AMO: Please explain the union and intersection of functionalities. Were they used to exist separately earlier and now merged in to one product?

When do we use one product than other? - Audience manager is a DMP you can use to create segments. You can collect first party audience data as well as import 2nd and 3rd party data pool and use these segments to run your online display programmatic campaigns. Both of the platforms can be intersected together when you want to make maximum utilization of your first party audience pool and show those users the highly targeted ads. 

7. AMO has a datamart of its own? Does it store things in RDBMS? As far as I know AMO has its own DBMS. However, I'd rather let Adobe guys to confirm this.

[garrettchung]

Some more answers:

1. Segments: Are Segments created inside AMO?

Yes as a standalone solution, segments can be collected using AMO segment tags. For AMC segments, AMO integrates with Adobe Analytics (and other Core Services Profiles) and Audience Manager segments.

2. Adobe Audience Manager and AMO: Please explain the union and intersection of functionalities. Were they used to exist separately earlier and now merged in to one product? When do we use one product than other?

In most cases, Audience Manager manages the logic of the audience using 1st, 2nd, 3rd party data with various rules and algorithmic modeling. AMO's role is to activate these Audience Manager segments with the usual targeting logic of addition and suppression on ad exchanges.

3. What demand-side platforms does AMO integrate with? How? Protocol? Is it just configuration or some coding also is involved?

AMO is a complete demand-side platform with direct connections to most Ad Exchanges. As well as integrations with Search platforms (Google, Bing, etc) and Facebook.