In online advertising, data management platforms (DMPs) are winning fans by letting ad buyers plug in customer data, break customers down in to segments and then target those segments. But even that advanced technology is being upgraded, says Adobe Audience Manager product marketing director Ali Bohra.

“The DMP has evolved by going beyond data and tying it back to identity management,” he tells Beet.TV in this video interview.

“The DMP is really evolving in to an identity management platform – not just taking the data and marrying it to these different channels that are out there… How do you take the data, tying it to a single view of the user across multiple devices and multiple screens?”

Adobe’s own software now lets advertisers target individual device users within a whole household with distinct messages, says Bohra, whom Beet.TV spoke with during Advertising Week in New York.

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