Public Lab, a new feature in Adobe Audience Manager is doing a lot to give marketers greater levels control of audience targeting in the test variables in their advertising batteries.
Test With Improved Public Lab
Public Lab gives you the opportunity to share one of your audience segments in mutually exclusive buckets. For example, if you have an audience segment of men, you can divide this segment into two identical but exclusive groups of men to use for testing. With the variable controlled audience, you can overlay different targeting variables to determine what drives the most conversions -. For example, you can test different advertising creations to see which gets a better response from your male audience
An easier way to test Advertising Elements
Marketers are always looking the best creative advertising, targeting criteria, or target platform to drive the best results. It is difficult to ensure that users test groups do not overlap when testing multiple platforms targeting even more when testing different creations through targeting platforms -. And both are use cases that Public Lab supports
For example, when testing two side platforms different application (DSP), you do not want to send the same set of users to both systems – you will not know who really led the DSP conversion for a given user. Another option is to use two different segments, mutually exclusive; but this would introduce an audience to the test variable. For a truly accurate measurement, you should reduce the number of variables between the two systems so that you can confidently say that the difference in performance is due to a feature of the DSP and not an external factor.
Public Lab is testing different DSP – to choose the best – much easier, allowing you to minimize the number of variables between the two DSP. If you were to put two different segments – men and women, for example – in two different DSP, DSP would each perform differently because each has a different audience. Instead, Public Lab allows you to take a segment, also divide into mutually exclusive segments test, then run these test segments through two different DSP. Since you are using the same audience, the performance differences are related to the DSPs themselves, giving you the information you need to choose the one that works best.
To kick things up a notch in complexity, the challenges presented when a consumer uses multiple devices? Public profile Link Manager – a set of cross-device functionality – lends a hand. Public Lab uses the framework merge-rule profile Link to qualify several user devices in the same test segment. This allows more control over the audience variable. Users will not see different creative or be bid by both DSP simply because they use more than one device.
The right information to know what works
With Public Lab, you can confidently say, “We used the same audience, the same designer and the same strategies, so that the differences in performance must be related to the DSP itself. “differences might be related to DSP algorithms, inventory, or something else that is inherent in the DSP you are testing. When you narrow down these things, you can make a more informed decision on the DSP led more conversions.
The improved market demand platforms for data management (DMP) application
market has been a major factor behind the development of Public Lab. Customers were looking for this type of segmentation in their platforms to data management – and many have tried to create these mutually exclusive segments manually. This can be a real challenge, possibly involving a lot of manual effort as creating segmentation rules to determine which mutually exclusive segment of a user should be. These rules are rarely easy to use.
Public Lab makes the whole test workflow easier, allowing users to divide these segments and providing reports so they can see a source of the truth about conversion . Public Lab takes DMP already competitive Adobe, Adobe Audience Manager and makes it even more useful for marketers.