PIM and MAM

04.02.2025 | Thomas Kern

Image databases have been used in marketing since the 90s to manage the countless image files. These systems have also been used to manage documents and videos, in principle all types of files. The term image database is no longer commonly used today; instead, we speak of MAM (Media Asset Management) or DAM (Digital Asset Management). In the context of PIM, MAM/DAM is crucial, as photos, graphics, drawings, documents and videos are a key component of product information.

Use of a third-party system or fully integrated MAM/DAM?

Both options have their advantages and disadvantages. The company can make the best possible decision by weighing up the pros and cons in the context of its requirements.

Fully integrated systems have the advantage that operation is standardized and the user interface is therefore easy to learn. As integration already takes place at the data level, data consistency is 100% guaranteed. Third-party systems, on the other hand, have the advantage that they can concentrate fully on their field and therefore offer the widest range of functions ("best of breed").

Third-party systems have the disadvantage that they have to be connected to the PIM via an interface. Of course, this is technically easy to do at application level. Conceptually, however, it must always be defined which data is managed in which system (so-called data sovereignty). The division of data sovereignty between two systems naturally leads to friction losses because, for example, the import or conversion and editing of a file is only possible in the third-party system, while the assignment to products or categories is only possible in the PIM. Switching between the PIM and MAM applications is therefore constantly necessary. Furthermore, from a technical point of view, an interface is always associated with additional effort and, in the event of updates or problems, coordination is also always necessary on both sides.

Incidentally, it is often not entirely obvious at first glance whether the MAM is integrated or integrated as a third-party system. If you are not sure, it helps to ask whether it is sufficient to install 1 database system or whether 2 database systems are required. Two database systems means that a third-party system is integrated.

Typical MAM/DAM functions

If there are functions that are a must-have and that the fully integrated MAM cannot provide, then there is no way around a third-party system anyway. The following is a list of functions for typical requirements that should be considered as use cases for this:

• Import of any image files, drawings, documents and videos, also in bulk
• Conversion for typical formats, e.g. psd, tif, jpg, png, webp, eps,
  and parameters such as width, height, color space, color depth
• Management of language variants
• Management of versions
• Management of metadata, keywords and validity (date, country)
• Categorization, e.g. to control the display on websites, documents, etc.
• Full text search and precise search with tile views for selection
• Where-used lists
• Management of texts in graphics, captions and comments
• Release control
• Assignment to products, features, publications, etc., including automatic
• Assignments based on rules
• Creation of image sections, manually or automatically via focus point
• Adobe plug-ins for Photoshop, Illustrator and InDesign
• Provision for various channels, such as website, store, social media and print
• Watch lists, download functions, download links, content delivery network
• Media portal or information service for readers in the company and partners

Conclusion

It hardly needs to be said that a fully integrated system is the simplest and most efficient. Whether it is really effective in terms of functionality must be checked against the individual requirements list. If there are must-have requirements that the integrated MAM cannot deliver, the benefits must be weighed up.

Incidentally, if you are not starting from scratch and already have a well-established and well-maintained MAM system, this must of course be taken into account. Of course, porting and data migration means effort and can also be an argument for continuing to use the third-party system.

I think you can make the right decision with this roadmap and these tips. And to take away some of your worries: As soon as you use a MAM, whether integrated or as a third-party system, you will have done most of the work and will be in a good position to make a new decision in one direction or another.