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Profile Index

    The DAM Playbook

    This vendor appears in the in the DAM Playbook.

    DAM 10 Core Accreditation

    This vendor is 10 Core accredited.

    Vendor Details

    Contact Name
    Aprimo Info
    Company Profile
    Aprimo offers digital asset management and work management solutions that help your teams spend their time and effort on content and marketing strategies that drive business outcomes and reach customers in the right channels.

    Its AI-powered content operations platform provides organizations with a single source of truth to optimize the way they plan, develop, govern, and deliver exceptional brand experiences at scale.

    Contact Telephone
    Contact Email
    Company Website
    Years Trading
    Company Turnover Category
    The turnover of the vendor can give an indication of their size. US Dollars is used as common currency to allow comparisons. Note that turnover is not necessarily any indicator of financial stability but as part of any procurement due diligence you are obliged to carry out by your organisation, any vendors who have not agreed to show their turnover here might be required to do so if subsequently appointed.
    • $50m - $100m
    Percentage of Revenue From DAM Software
    A vendor might have a large turnover and many employees, but their DAM software division is a very small element of what they offer. If a large proportion of their revenue comes from DAM solutions (licenses, support, hosting, consulting etc) then this may mean they are more specialised, but also there are risks to their overall financial stability if there is a downturn in the DAM software market.
    Number of Full-Time Employees
    Along with turnover, the number of full-time employees gives an indication of the size of the vendor. Note that although a firm might have many employees, not all of them might be dedicated to developing DAM solutions, so this cannot be relied on in isolation.
    Office Locations
    • Chicago, IL USA
    • Amsterdam, Netherlands
    • Birmingham, UK
    • Ghent, Belgium
    • Manila, Philippines
    • Melbourne, Australia
    Product Name
    Aprimo Digital Asset Management
    Latest Version Number
    Version 261
    Date Of Last Release
    Documentation URL
    User group URL
    Online trial link
    Trial download or sandbox link
    Company LinkedIn URL
    Company Facebook URL
    Clients & Customers
    • The Home Depot
    • Hatchette Book Group
    • Laborie
    • National Park Foundation
    • AARP
    Partner Network
    If the vendor operates through a sales channel they may use intermediaries who have regional focus or additional specialisms in a given vertical market.
    • Yes
    Partner Network Notes


    Licensing Model
    This refers to the type of licence the DAM system software is supplied under. Proprietary means that the developer restricts access to the source code (the instructions used to generate the software). Open source means that the developer provides full access to the code so you can modify it yourself. Split model is hybrid and means they may offer both options with some restrictions removed (or added) depending on the model chosen. If split is selected, it is advisable to verify the differences with the vendor.
    • Proprietary
    Use of Open Source Components
    Many DAM systems use freely available open source components to deliver key functionality. The products themselves may not be open source, however. This question will help to identify to what extent they are open source.
    • No open source components used


    Software Delivery Methods
    • Cloud/SaaS


    Client refers to the type of hardware or software device that can be used to access or control the DAM system.
    • Web client
    Client Notes
    mobile responsive

    Server Operating Systems supported
    This only applies for installed or hybrid DAM systems and refers to what types of OS they can be run on. This question is less relevant for DAM systems where a third party will be hosting it for you.
    • Not applicable
    Web Server
    The type of web server software that the DAM system can operate with. Not all DAM systems use a web server and for pure SaaS products the question is irrelevant. If you either want SaaS or non-web DAM systems, do not choose an option.
    • IIS
    Software Development Technologies Used
    This means the programming language or development technology used to implement the DAM system. This question is more important for open source software or if you have IT policy restrictions that require you to use (or not use) some technologies. It may not be relevant if you require a hosted DAM and never intend to host the system in-house.
    • Java/J2EE
    • .NET
    • C
    Database Technology
    The Database that the DAM system uses. All DAM systems require some kind of storage for asset metadata and they are usually based on an existing technology - but that may not always be a conventional database. If the DAM will be hosted by someone else (e.g. SaaS/Cloud) this question may not be relevant.
    • SQL Server
    Search Technologies
    This refers to third party search components that the vendor uses to provide the text search features (and sometimes other related search functions).
    • ElasticSearch
    Service Oriented Architecture
    Service Oriented Architecture (SOA) means the vendor's product uses a modular architecture where each core DAM function is delivered as a service which can be separated out independently from other functions. It is important for large-scale Digital Asset Management implementations or more complex integration requirements.
    • Yes
    Service Oriented Architecture Definition
    Some vendors have widely differing opinions of what Service Oriented Architecture means. Their response to this question allows you to understand if their definition concurs with your own. If you are not contemplating a large scale DAM implementation or one with many complex integration requirements, SOA may not be relevant to your needs.
    SOA is an architectural style that structures software applications as a collection of services, which are loosely coupled and independently deployable components that communicate with each other using standardized interfaces. Services can be thought of as modular building blocks that can be assembled and orchestrated to create more complex applications or systems.

    Unique SOA Services
    If the vendor uses a Service Oriented Architecture, they should be able to identify a number of unique services that are isolated from each other. Note there is overlap between with question and the one about scalable asset processing. Some vendors do not have an SOA but do offer large scale asset processing capabilities.
    • Storage
    • Asset Media Processing
    • Metadata
    • Metadata Extraction
    • User Management
    • User Authentication
    • Permissions (Access Control)
    • Instance Management
    • Workflow
    • Search
    • Collections (lightboxes and arbitrary selections)
    Microservices are similar in nature to Service Oriented Architecture (SOA) with the key difference being that they can be deployed entirely independently of the platform that uses them. Microservices are usually prevalent in Digital Asset Supply Chain projects.
    • Yes
    Microservices Definition
    As with Service Oriented Architecture (SOA) some vendors have different opinions of what microservices are. Their response to this question allows you to understand if their definition concurs with your own. If you are not contemplating a Digital Asset Supply Chain project, large scale DAM implementation or one with many complex integration requirements, microservices may not be relevant to your needs.
    Microservices is an architectural style for building software applications as a collection of small, independently deployable services that each run a unique process and communicate with each other through lightweight mechanisms, such as APIs.

    Each microservice is focused on performing a single business capability, and can be developed, deployed, and scaled independently of other services. This enables a more modular and flexible approach to application development, as changes and updates

    Unique Microservices
    If the vendor uses microservices, they should be able to identify a number of unique services that are isolated from each other. Note there is overlap between with question and the one about scalable asset processing. Some vendors do not have microservices but do offer large scale asset processing capabilities via an alternative method.
    • Storage
    • Asset Media Processing
    • Metadata
    • Metadata Extraction
    • User Management
    • User Authentication
    • Permissions (Access Control)
    • Instance Management
    • Workflow
    • Search
    • Collections (lightboxes and arbitrary selections)
    • Other
    Other Microservices
    also supports customer configuration


    Search Features
    This describes the search strategies that can be used to find assets. If you do not understand any of them, leave the options de-selected. Most DAM systems should support at least keyword search at a minimum.
    • Keyword
    • Auto-suggest
    • Filters
    • Faceted Search
    • Linked Asset Search
    Search Notes
    not folder-based, Aprimo uses Spaces and Classifications

    Index/Search Text Content Of Documents
    Some DAM systems can search the text content of document assets and that might be important for your DAM solution.
    • Yes
    Visual Search
    Visual Search allows your DAM to search and identify digital assets based solely on their visual qualities, as opposed to relying on metadata and keywords. This is often achieved using a combination of natural language processing, artificial intelligence, and image recognition.
    • Yes


    Embedded metadata support (reading)
    Embedded metadata refers to information stored within asset files which can be searched from the DAM system. There are different standards for this type of metadata. Some image cataloguing software like Adobe Lightroom will write this data to asset files and a device like a camera may capture details also such as GPRS coordinates where an photo was shot. XMP metadata is often used with other types of files such as InDesign or PDF. If you are unsure whether this applied to you, do not check any options.
    • IPTC
    • IPTC Core
    • XMP
    • EXIF
    • PLUS
    • Dublin Core
    • Other
    Embedded metadata support (writing)
    See the reading question above for more details on what embedded metadata is. This question refers to whether embedded metadata can be written back to files if edited within the DAM system.
    • XMP
    Controlled Vocabularies
    Controlled Vocabularies are predefined lists of search terms. They can be realised in many different ways but the common factor is the user picks from a restricted selection rather than enters a keyword. Most DAM systems will usually support both controlled vocabularies and keywords.
    • Yes
    User Defined Metadata Fields
    The ability to configure metadata your own metadata fields is important for DAM systems so you can assign a dedicated field for certain items of information rather than using a generic classification method or one of the vendor's own standard fields.
    • Yes
    Cataloguing Interface Options
    When cataloguing assets with custom fields, some metadata will be controlled selections, others will be free text. There are further choices like date fields, file attachments etc.
    • Text field
    • Text area (narrative)
    • Radio
    • Drop down menu
    • Combo-box (multi-item selection)
    • Checkbox
    • Date
    • File attachment
    • Numbers
    • Other

    Business Intelligence & Reporting

    Asset Usage Records
    To enable reports to be generated, DAM solutions must retain records of asset usage, including searching, download and editing of records. The reporting should include the user who carried out the activity and the date/time it occurred.
    • Yes
    Audit Trail
    A detailed audit trail that logs every user action in a central record is useful to gain insight into user behaviour. Comprehensive audit trails allow DAM system users to produce reports that address their unique needs.
    • Yes
    Audit Trail Notes
    Audit trail information is logged in the Aprimo Platform on all key objects and can be configured to capture basic audit information (modified by, date and action) or detailed field level before and after changes. Comments can be collected in customer defined metadata fields if necessary. Audit trail records are created automatically by the system and cannot be modified by any application users. All audit trail information is reportable.

    Built-In Reports
    A range of built-in reports that you can quickly generate is useful to answer common questions such as the "what is our most popular asset?".
    • Most popular assets by download
    • Most active users by uploads
    • Most active users by downloads
    • Average number of search results returned over a given period
    • Asset search to download ratio
    • Download activity over a given period
    • Login activity over a given period
    • Popular search terms
    Reporting Notes
    Aprimo ships with high number of out of the box reports, spanning the whole platform and a reporting wizard enabling authorized users to create. run, and schedule recurring email or FTP/SFTP report distributions to key users. The Aprimo proprietary Reports are available in PDF and CSV format and can be incorporated into dashboards. The out of box reports also include a growing number of PBI reports with multiple views and drill down capabilities. In addition, Aprimo's reporting API https://de

    Asset Processing

    Dedicated/Scalable Proxy or Derivative Asset Generation
    Nearly all DAM systems will generate thumbnails and previews of media, including more dynamic types like video or audio. Some products use a separate server to do this which usually makes them more suitable for large scale asset ingestion and processing.
    • Yes
    Multi-Page Document Asset Previews
    If you deal with document oriented assets, having a solution which can generate multi-page previews (and also zoom in on them) can save the hassle of downloading a file only to discover it is not the one you need. For assets with very similar content, this can be a useful feature.
    • Yes

    Asset Manipulation

    Image Manipulation
    Many DAM systems allow users to manipulate images by resizing, cropping etc. Choose any features which are important to your users.
    • Image re-sizing
    • Image cropping
    • Format conversion
    • Change colorspace
    • Batch manipulate groups of assets
    Video Manipulation
    Some DAM systems may allow video assets to be converted or modified. If that is a potential requirement for you, specify those features which are likely to be needed. EDL = Edit Decision List and refers to providing in/out points when editing video footage.
    • Format conversion
    • Timeline metadata
    • Batch operations on multiple video assets
    Video Manipulation Notes
    Users can generate clips from primary video.

    Data Import/Export

    Importing Metadata
    Importing metadata is an important feature if you have either legacy assets or metadata is generated using some other tools (for example a spreadsheet). Not all systems offer this, but usually if the feature is not available, the vendor will be able to carry out batch importing for you via professional services (note: this will usually incur a cost, unlike a built-in capability).
    • Yes
    Metadata Import Formats
    This question only applies if the vendor has features to import metadata. There are common formats like CSV, XML and Excel which DAM solutions may support. If this is a requirement you are likely to make frequent use of, it is essential to verify whether the product supports the formats you typically work with.
    • CSV (or any delimited file)
    • XML
    • Excel (XLS or XLSX)
    Exporting Metadata
    As well as importing metadata, sometimes it is important to be able to export sections of it to conduct further analysis in third party applications. Not all products support this, but usually it will be possible to request the vendor provides an export via professional services (although a fee may be charged).
    • Yes
    Metadata Export Formats
    This question only applies if the vendor has features to export metadata. There are common formats like CSV, XML and Excel which DAM solutions may support. If this is a requirement you are likely to make frequent use of, it is essential to verify whether the product supports the formats you typically work with.
    • CSV (or other delimited file)
    • XML
    • Excel (XLS or XLSX)


    API means Application Programming Interface and allows third party software to control a DAM system. If you intend to integrate your DAM with another existing solution then you need to choose the API protocol that is compatible with that.
    • REST
    API Notes
    Aprimo communicates through a series of events and triggers as well as API calls making it easy to leverage the best purpose-built approach improving flexibility and interoperability.

    API-First Architecture
    API-First means that anything the user can do via the graphical interface is possible via the API. If a DAM has an API-First architecture it is far more likely to be easier to integrate with other solutions than one that does not.
    • Yes
    API-First Notes
    If the vendor claims an API-First architecture then they should be able to provide a definition of it. In addition, documentation which describes their support for it will typically be available. Implementing API-First is a complex undertaking so vendor development teams will definitely know whether they have this attribute or do not.
    Aprimo’s UI communicates via API with backend services. Users can utilize the Aprimo out-of-the-box UI or interact with any data object or service via public APIs. Aprimo UI development teams, customers, and partners leverage the APIs.

    API contracts are defined early in the design process.

    Hooks are related to APIs but are initiated by the application rather than by an external application making the request. Hooks allow other actions to be initiated based on events, for example if a user downloads an asset, an action can be commenced to notify another application that this has taken place (along with the ID number of the asset, date/time etc).
    • Yes
    Hooks Targets Supported
    In most DAM applications that support them, hooks are initiated as web requests, so the system will call a given external URL and provide some parameters. Some solutions also support initiating scripts or applications which can run on the server where the system is hosted.
    • Web hooks
    • Scripts (using an existing scripting feature, if it exists)
    • Third party program running on server
    Hooks Definition
    If the vendor claims support for hooks, check how they define them and see if their interpretation concurs with your own. A reasonably detailed explanation along with citations/links should be given here.
    Aprimo uses the REST API for all integration and UI development scenarios. Aprimo also provides customer-facing SDKs, webhooks, and other technical tooling to interact with and built on top of the platform. all functionality is built API-first.

    Storage Integration
    Many DAM solutions will now allow assets to be stored on the server of Cloud storage providers. This allows asset files to be distributed and/or integrated with other solutions. Some third party services use generic protocols like FTP, others are proprietary.
    • Amazon S3
    • Amazon Glacier
    • Arkivum
    • Backblaze B2
    • Box
    • Crashplan
    • DigitalOcean Spaces
    • DreamObjects
    • Dropbox
    • FTP
    • Google Cloud Storage
    • Google Drive
    • IBM Cloud Object Storage
    • Linode Object Storage
    • Microsoft Azure Blob
    • Rackspace Cloud Files
    • SFTP/SSH
    • Vultr Object Storage
    • Wasabi
    • WebDAV
    Storage Integration Notes
    Allows for any mountable storage.

    AI Component Integration
    A number of DAMs integrate with multiple third party AI image recognition components. This question allows you to see which ones they use.
    • Amazon Rekognition
    • Azure Face API
    • ClarifAI
    • Deepdream
    • Google Cloud Vision
    • IBM Watson Visual Recognition
    • Microsoft Computer Vision
    • OpenCV
    • Serenity Deep AI Vision
    Content Delivery Networks (CDN) Integration
    Content Delivery Networks allow digital assets to be distributed across a wide geographic area to improve performance and reduce the pressure on the DAM system for in-demand assets.
    • Akamai
    • Amazon Cloudfront
    • Bunny CDN
    • Cachefly
    • CDNetworks
    • Cloudflare
    • Fastly CDN
    • Google Cloud CDN
    • KeyCDN
    • Limelight
    • Rackspace
    • Stackpath
    • Sucuri
    Content Delivery Networks (CDN) Integration Notes
    Aprimo allows customer to "bring their own CDN" to integrate with the platform.

    Content Management Systems (CMS) Integration
    Many DAM solutions now provide specific integration modules that allow users to select assets from their Content Management System of choice without leaving the CMS application in order to do so.
    • Adobe Experience Manager
    • Cascade CMS
    • Contentful
    • Contently
    • Contentstack
    • DotCMS
    • Drupal
    • Episerver
    • HubSpot CMS
    • Joomla
    • Kentico
    • Magnolia
    • SiteCore
    • SquizMatrix
    • WordPress
    CMS Integration Notes
    Aprimo is CMS agnostic and allows Customers to integrate per their requirements.

    Creative Tools Integration
    Some DAMs will integrate directly with specific creative tools so designers and creatives do not need to leave them in order to use assets from the DAM.
    • Adobe Creative Cloud
    E-commerce Integration
    A number of DAMs integrate with e-commerce systems so that product catalogues can be updated automatically from the DAM. There might also be features like tracking of asset usage and conversion ratios for product images etc.
    • Adobe Commerce (Magento)
    • SAP Commerce
    • Shopify
    • WooCommerce
    Enterprise Content Management (ECM) Integration
    • Adobe Experience Manager (CMS)
    • Alfresco Content Services
    • Box
    • Docushare
    • Docusign
    • Documentum
    • Docuware
    • IBM Filenet
    • Laserfiche
    • SharePoint
    Integration Platform as a Service (iPaaS)
    • APIFuse
    • AppyPie
    • Cyclr
    • HubSpot Operations Hub
    • IBM App Connect
    • Integrately
    • Mulesoft
    • Skyvia
    • SnapLogic
    • TIBCO
    • Webhooks
    • Workato
    • Zapier
    Marketing Operations & Project Management Integration
    • Asana
    • Basecamp
    • Brandmuscle
    • ClickUp
    • ClientFlow
    • CreativeForce
    • CreativeSPACES
    • Flow
    • FunctionFox
    • GnattPro
    • Hive
    • Jira
    • Mavenlink
    • MeisterTask
    • Notion
    • nTask
    • Nuvro
    • Paymo
    • ProofHub
    • ProProfs
    • Robohead
    • Screendragon
    • Smartsheet
    • Trello
    • Visme
    • VOGSY
    • Workfront
    • Wrike
    Master Data Management (MDM) Integration
    • Contentserv MDM
    • IBM InfoSphere
    • Informatica MDM
    • Microsoft MDS
    • Multivue
    • Oracle Data Relationship Management
    • PiLog MDRM
    • Riversand MDM Center
    • SAP Master Data Governance
    • Stibo MDM
    • Syniti Knowledge Platform
    • Winshuttle
    Mobile Apps Integration
    • None
    Office & Productivity Integration
    • Google Apps
    • Microsoft Office
    • Office 365
    • Slack
    Product Information Management (PIM) Integration
    • Akeneo
    • BluestonePIM
    • EnterWorks
    • Feedonomics
    • Hybris
    • IBM Product Master
    • Informatica
    • inRiver
    • KatanaPIM
    • MediaCockpit
    • Perfion
    • Pimcore
    • ProductsUp
    • Riversand
    • SAP Commerce Cloud
    • SalesLayer
    • Salsify
    • Stibo
    • Syndigo
    Rights Management Integration
    • Digimarc
    • FADEL
    Sales & Marketing Integration
    • Actito
    • ActiveCampaign
    • AdRoll
    • Automitzy
    • Buffer
    • Constant Contact
    • CoSchedule
    • Drip
    • Eloqua
    • HubSpot
    • Highspot
    • Mailchimp
    • Marketo
    • Mention
    • Pardot
    • Publr
    • SalesForce
    • Wiser
    • Zalster
    Social Media Integration
    • Facebook
    • Flickr
    • Hootsuite
    • Instagram
    • Khoros
    • Pinterest
    • TikTok
    • Twitter
    Social Media Integration Notes
    partner with 3rd party systems to integrate

    Stock Media Providers Integration
    • AdobeStock
    • Alamy
    • Getty Images
    • iStock
    • Shutterstock
    Stock Media Providers Integration Notes
    via embedded partner integrations

    Templating & Print On-Demand Integration
    • Chilli-Publish
    • Templafy
    Video Integration
    • Avid Pro Tools
    • Avid Media Composer
    • Brightcove
    • Dacast
    • JW Player
    • Kaltura
    • Ooyala
    • Panopto
    • VBrick
    • Vidyard
    • Vimeo
    • YouTube
    • Zoom
    Web Analytics Integration
    • Adobe Analytics
    • Google Analytics

    Scripting & Plug-Ins

    Scripting Capabilities
    Some advanced DAM solutions have a scripting capability that allows users or third parties to add functionality which the vendor did not originally envisage. Usually programming skills will be required to use this, but some tools have visual interfaces also.
    • Yes
    Plug-In Support
    In addition to scripting (or sometimes instead of), some DAM solutions will have a plug-in architecture that allows third party developers to extend the core platform.
    • Yes


    Authentication Support
    If you need to integrate with an existing corporate authentication service then this option will be important for you.
    • Active Directory
    • Azure Active Directory
    • Google SSO
    • IBM Cloud Identity Connect
    • LDAP
    • Okta
    • OneLogin
    • OpenID
    • SAML
    Authentication Notes
    Multi-Factor Authentication (MFA)
    Multi-factor authentication is a requirement for all internal users of Aprimo systems. Aprimo employs two different multi-factor authentication mechanisms. When an employee is given access rights to log into the Microsoft Azure portal, their user account has multi-factor authentication enforced on their account. This requires them at first login to setup a multi-factor authentication mechanism using the built in Azure Multi-Factor Authentication.

    Multi-Lingual Options

    Multilingual Application Interface Support
    The interface means the controls to use the DAM system. This is different from the metadata support which is usually entered by end users when cataloguing assets.
    • English
    • Chinese (Mandarin)
    • French
    • Spanish
    • Italian
    • German
    Multilingual Metadata Support
    See previous question. Most DAM systems with multi-lingual support will provide it for metadata.
    • Yes

    Version Control

    File versioning
    File versioning refers to the digital media associated with an asset record. This is usually the minimum requirement for a DAM system to claim support for versioning assets. See also responses to the related question about metadata versioning below.
    • Yes
    Metadata versioning
    Metadata versioning is separate from the files associated with assets. Many DAM solutions will track updated digital assets but only retain a single current version of the metadata. Since metadata is likely to be edited many more times than assets get replaced, this can be an important point to check.
    • No
    Independent Metadata And File Versioning
    This questions assesses whether the solution allows versions of either the file or metadata to be reverted independently or if both are linked to a single shared version instance.
    • Yes

    Profile Last Updated: 08/05/2024

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      All profile information has been provided by the vendors themselves and they are responsible for both its accuracy and validity.