Adobe Summit 2020: Top Audience Manager (AAM) Sessions to Attend
To say that the DMP space is going through a tough time is a true understatement. Between clients abandoning their DMPs in favor of CDPs or the latest news on Google killing the 3rd party cookie in Chrome in 2020, DMPs are not as hot as they used to be. That being said, DMPs and AAM specifically are evolving and they are here to stay. I picked 5 sessions from Adobe Summit that will give us a sneak peek into this evolution!
S611 – Brave New World: Life After the Cookie
SPEAKERS
Ben Beard, Group Product Manager, Adobe
If the title of this session is not enticing enough, I don’t know what is. Moreover, this is presented by one of my favorite product managers, Ben Beard. I will be interested in knowing Adobe’s position and plans for a world with no cookies. This sessions is super promising!
It is on Tuesday at 5 PM
L798 – Embrace the Power of Data Science in Adobe Audience Manager
SPEAKERS
Margarita Savova, Lead Data Scientist, Adobe Liron Goren Snai, Product Manager, Adobe Matt Kapilevich, Senior Architect, Data Science, Adobe
Yes! I want to discover new audiences that are not exactly obvious. We tend to create audiences in the DMP based on our own interpretations and hypothesis but how about data driven audiences? My hope is that this is where Smart Personas comes in the picture. I look forward to hearing what Margarita got for us around Smart Personas.
It is on Wednesday at 1:30 PM
L790 – Implementation: One Tag, One Call, One Domain – Really!
SPEAKERS
Joe Khoury, Engineering Manager, Adobe Justin Grover, Product Manager, Adobe
I am super excited for this as we have been tinkering with the new alloy tag as part of the Adobe Beta Program. This is the future, no more separate tags for the different Adobe solutions. One tag and one call to maintain, wow! You will want to experience this and see what this means to your organization as you migrate from the existing siloed tags into the new and comprehensive one.
It is on Wednesday at 8 AM
S604 – Real-time CDP and the Customer Journey: The Window of Opportunity
SPEAKERS
Andrew Gutierrez, Product Manager, Audience Manager, Adobe
Ok it is not exactly DMP but it is the evolution of DMP into CDP and we must understand what this space is. The idea of a true unified profile and activation in a real-time fashion is a new offering by Adobe and this is the session that will reveal it. It won’t be a fluffy session. I know Andrew very well, we worked together on the AAM team in the past and his attention to technical detail is unique. My guess is that he will be sharing with us how this CDP looks under the hood.
It is on Wednesday at 830 AM
L796 – Target People, Not Their Devices
SPEAKERS
Ben Beard, Group Product Manager, Adobe Bogdan Girbea, Software Development Engineer, Adobe
Profile Merge is still a very under-utilized tool within AAM and mainly because users struggle to enable it and build use cases around it. This lab will walk you through how to build profile merge rules and the use cases it will drive. Another session by Ben Beard!
It is on Thursday at 3 PM
