What is digital asset management (DAM)?

Managing and organizing digital assets, such as images, videos, and documents, has become a crucial aspect of any business or organization. From managing brand consistency to streamlining workflow, digital asset management (DAM) systems offer a range of benefits that can help you better leverage your digital assets.

Digital asset management (DAM) is the process of organizing, storing, and retrieving digital assets, including images, videos, audio files, documents, and other types of digital content. The purpose of DAM is to enhance the efficiency, security, and accessibility of digital assets, ensure they are used consistently, and enable the organization to utilize them to their fullest potential.

DAM involves using specialized software — either server-based or cloud-based — to create a centralized repository for digital assets, allowing users to easily access, edit, and share files.

Additionally, digital asset management can help organizations easily track and report on the usage of their assets, ensuring they are used in compliance with copyright and other legal requirements.

In this post, we’ll explore the importance of digital asset management, what these systems do, and the different types of systems available.

In this guide:

• What is digital asset management (DAM)?
• What is a digital asset?
• What does a DAM solution do?
• What are the benefits of DAM?
• Who uses DAM?
• Best digital asset management apps for marketers.

What is a digital asset?

A digital asset is any type of media or data that is stored in a digital format. This can include a wide range of files, including:

• Images — JPEG, PNG, GIF, TIFF, RAW, etc.
• Videos — MP4, AVI, MOV, WMV, etc.
• Audio — MP3, WAV, AIFF, etc.
• Documents — PDF, Word, Excel, PowerPoint, etc.
• 3D models and animations — STL, OBJ, FBX, etc.
• Web pages and code — HTML, CSS, JavaScript, etc.

Digital assets can also encompass more specialized types of files, such as CAD drawings, scientific data, and other forms of digital content.

In general, digital assets are created, used, or managed by an organization and have value that can be leveraged. For example, images of products can be utilized for ecommerce, videos can be used for marketing purposes, and documents can be employed for research.

What does a DAM solution do?

A digital asset management solution is a software application or platform that is used to organize, store, and retrieve various digital files. These solutions are designed to follow the natural lifecycle of digital assets — from creating and distributing assets to archiving, reusing, and retiring them.

• Asset creation. Many DAM tools include built-in image and video editing features, which can help speed up the creation process.
• Editing and review. DAM solutions simplify collaboration with built-in tools for commenting, annotation, and version control, allowing multiple users to leave feedback and suggestions on a single asset.
• Integrations. Users can integrate with other tools such as Adobe Creative Cloud, content management systems, and project management tools.
• Sharing and distribution. You can streamline the distribution of finalized assets by integrating your DAM system with other tools, such as content management systems or social media platforms.
• Tracking, organization, and archiving. When you’ve completed a project, digital asset management solutions make sure your assets are organized by date, metadata tags, or file type.
• Secure storage. You can utilize DAM solutions to safeguard your assets from unauthorized access or modification by establishing user permissions and roles. Additionally, many DAM solutions use encryption for an added layer of protection.
• Search and retrieval. Once you’ve archived your files, DAM solutions provide tools for organizing, indexing, and searching assets. Some digital asset management tools include AI-powered search functionality along with the ability to group assets based on specific criteria, making it easier to find your assets in the future.

A wide range of digital asset management systems is available, spanning from basic cloud-based solutions to enterprise-level systems with advanced features. To find the best solution for your organization, consider your team’s specific workflows and processes, the types of digital assets you’re working with, and the level of ownership and security you require.

What are the benefits of DAM?

Digital asset management can help businesses of all sizes save time and improve workflows. These benefits include:

• Improved efficiency. By centralizing and organizing digital assets, it becomes much easier for users to find and access the files they need — without having to sift through multiple locations or folders.
• Increased productivity. With easy access to the right files, users can work more efficiently, reducing the time and effort required to complete tasks. Additionally, by automating repetitive tasks such as resizing, cropping, and organizing, DAM tools can free up time for more important tasks.
• Better collaboration. A DAM system enables multiple users to access and work with digital assets simultaneously, facilitating easier collaboration among teams on projects.
• Improved security. By controlling access to digital assets and automatically backing up files to a secure location, DAM solutions can help protect against data loss and ensure compliance with relevant regulations and laws.
• Better use of assets. A good digital asset management tool enables users to track and report on the usage of assets, making it easy to identify which assets are being utilized most effectively and which may be underutilized. This can help organizations optimize their use of digital assets and make more effective use of their resources.
• Brand consistency. A DAM solution enables easy consistency in the use of all digital assets, which helps maintain a consistent brand image and messaging across all channels.
• Legal compliance. A DAM solution can help organizations ensure that they are using digital assets in compliance with copyright and other legal requirements, protecting them from potential legal issues.

Who uses DAM?

DAM acts as a centralized media source for everybody within your organization who may use or distribute digital assets. It is used by a wide range of organizations and businesses, including:

• Marketing and sales. Digital asset management systems simplify the process for creatives to generate assets for marketing materials and advertising campaigns and then collaborate with the sales team to develop sales presentations and share relevant assets. DAM software can then help measure the effectiveness of their marketing and sales efforts by tracking how assets are utilized and who is using them.
• Designers. Designers use DAM solutions to centralize reviews and annotations, organize existing project files, and share finalized assets across teams. DAM solutions enable multiple designers to collaborate on projects, providing version control, shared resources, and built-in editing tools.
• Developers and IT. Developers and IT departments utilize digital asset management solutions to store, organize, and access digital assets associated with the development, maintenance, and deployment of software, websites, and other digital products. DAM solutions can store code snippets, file libraries, and other resources that can be reused to make work on new projects more efficient.
• Legal. Legal teams can utilize DAM solutions to organize, store, and access digital assets related to legal proceedings and negotiations, including documents, contracts, legal briefs, and other relevant materials. DAM makes it simpler to collaborate and share these documents with other legal professionals.

Overall, DAM is utilized by any organization that creates, uses or manages large amounts of digital content, as it enhances the efficiency and accessibility of digital assets while reducing the risk of data loss and supporting compliance with regulations. Businesses that work with external users, including agencies, clients, and contractors, can utilize DAM solutions to establish appropriate file permissions, track changes and annotations, and control the use of specific assets.

Digital asset management apps marketers should consider in 2025.

We’ve compiled a list of current DAM solutions below. In choosing the best one for your organization, we recommend identifying your team’s top digital asset challenges to create a list of your most desired DAM features. That will help you determine the platform that best serves the needs of your marketing team.

Google Drive.

Google Drive offers functionalities that can be considered for digital asset management, especially for businesses already integrated within the Google ecosystem. It allows for the cloud storage of various file types, including videos up to 5 terabytes in size, images, and documents. Team members can conveniently view, share, and edit these files by accessing a document link, a more streamlined approach than email attachments.

However, for marketing teams with extensive needs, there are several limitations with using Google Drive as a primary DAM solution. The free storage is capped at 15GB, which is shared across Gmail, Photos, and Drive, potentially proving insufficient for large volumes of marketing assets. Uploading large files can sometimes be slow, and occasional syncing issues have been reported.

Webdam by Bynder.

Webdam by Bynder is a cloud-based application that provides your team with secure access to all their digital assets from any device. Key features for marketing teams include robust brand consistency tools, such as brand templates and a dedicated brand guidelines module to ensure all marketing content aligns with brand standards.

Webdam also offers robust security features for sharing digital assets and a wide range of integrations with other marketing and creative tools, including Adobe Experience Manager Sites and WordPress. Webdam has introduced features such as file consolidation on upload for improved organization, natural language search powered by AI for more intuitive asset discovery, and a duplicate image finder to maintain a clean and organized asset library.

Adobe Experience Manager Assets.

Adobe Experience Manager Assets enables companies and teams to create, manage, optimize, and deliver personalized customer experiences across multiple channels, including web, mobile apps, social communities, and in-store environments. Adobe Experience Manager Assets as a Cloud Service offers comprehensive features such as Adobe Asset link to meet the diverse needs and workflows of various user groups within an organization. The platform offers two distinct user experiences: the Admin view and the Assets view.

The Admin view represents the established user interface for Experience Manager Assets as a Cloud Service, granting access to the full spectrum of advanced DAM capabilities. This view is particularly suited for users who require functionalities such as integrations with other enterprise systems, managing complex workflows, implementing content automation strategies, and publishing assets to various destinations. Its comprehensive nature makes it ideal for DAM librarians, developers, and super-users who need granular control over the asset management environment.

The Assets view offers a more streamlined and lightweight asset management experience tailored for a broader audience, including creatives, marketing professionals, and line-of-business teams. This interface focuses on essential DAM tasks, providing intuitive tools for uploading assets, managing metadata, conducting searches, downloading content, and sharing assets with relevant stakeholders. It caters to users who require core DAM functionalities without the need for the advanced configurations available in the Admin view.

Further enhancing content workflows is the platform’s integration with document-based authoring for Edge Delivery Services. This feature enables website authors to seamlessly incorporate images stored in Assets repositories directly into documents they are authoring in familiar applications, such as Microsoft Word or Google Docs.

Acquia DAM.

Acquia DAM, formerly known as Widen, assists marketing teams throughout the entire lifecycle of a digital asset, from initial creative stages to final distribution and preservation. A key strength of Acquia DAM is its seamless integration with the Drupal Content Management System, making it a particularly attractive option for organizations utilizing Drupal.

Key features beneficial for marketing teams include centralized asset storage to ensure all marketing materials are in one easily accessible location, and enhanced brand consistency through version control and rights management. The platform also facilitates increased speed of content distribution and improved team collaboration through efficient sharing and access control features. Metadata tagging and robust search functionality enable marketers to quickly find the assets they need, while analytics provide insights into content performance.

Acquia DAM also leverages artificial intelligence to further enhance its capabilities. AI is being utilized for automated metadata generation, including auto-tagging and AI-generated descriptions, thereby enhancing searchability and content optimization. Translation features and AI-assisted content localization are also being implemented to support global marketing efforts.

Bynder.

Bynder is recognized for its user-friendly interface and extensive security features for sharing digital assets. Some of Bynder’s key features include drag-and-drop uploading, access to photo editing while images are being uploaded, the ability to search by metadata, and advanced permissions management. Bynder is likely to meet the needs of any marketing team because it supports all file formats and easily integrates with any existing systems being used by your marketing team.

Bynder has introduced features like file consolidation on upload for better organization, natural language search powered by AI for more intuitive asset discovery, and a duplicate image finder to maintain a clean asset library. Like Webdam by Bynder, Bynder also includes file consolidation on upload, natural language AI search, and duplicate image detection.

Xinet.

Xinet caters to marketing teams with a strong focus on creative production and those deeply integrated with the Adobe Creative Cloud suite. Its core strength lies in its tight integration with applications such as Adobe Photoshop, Illustrator, and InDesign, allowing creative professionals to work directly within the DAM system without the need for frequent import and export processes.

This seamless integration streamlines workflows and enhances efficiency for teams working across multiple drives and time zones. Xinet places a significant emphasis on creative workflow automation, offering features such as custom triggers, actions, and automation to manage version control, reviews, and approvals. Additional features such as an asset timer that warns of asset expiration and the ability to track all files associated with a particular asset (for example, a logo) are particularly valuable for maintaining brand consistency and preventing the use of outdated materials.

Canto DAM.

Canto DAM offers a centralized repository for all digital assets, simplifying management and access for marketing teams. Key features include advanced search capabilities, version control to track asset revisions, user access controls and permissions for secure sharing, and asset sharing and distribution options through shareable links and branded portals.

Canto also provides customizable workflows to streamline content management processes. It integrates with various other tools and software, including content management systems like WordPress and creative software like Adobe Creative Cloud.

PhotoShelter for Brands.

PhotoShelter for Brands, previously known as Libris, is very valuable for marketing teams that heavily rely on visual content such as photos and videos. The platform provides a web-based media library designed for storing, organizing, and sharing digital content with ease. Its intuitive thumbnail layout simplifies browsing and viewing images.

PhotoShelter for Brands excels in its digital asset management capabilities, allowing users to seamlessly upload, manage, and share their visual assets, streamlining workflows. A key feature is its robust photo tagging system, which enables users to efficiently find and organize photos using keywords and metadata. The platform also offers collaboration tools, allowing teams to work together effectively on visual content.

Razuna: The flexibility of an open-source DAM.

Razuna is an open-source platform that provides significant flexibility and customization options. It allows organizations to store files on their internal servers for enhanced security or use Razuna’s cloud-based servers, offering deployment flexibility not always found in proprietary solutions.

Razuna’s features include effective asset organization, comprehensive metadata management, and powerful search capabilities, enabling marketing teams to efficiently manage and retrieve their digital assets. The platform supports a wide range of media formats, including images, videos, audio files, and documents. Its cost-effectiveness is a significant advantage, making it an attractive option for small to medium-sized businesses seeking a budget-friendly DAM solution.

IntelligenceBank: Intelligent content operations for marketing.

IntelligenceBank provides a comprehensive solution for managing the entire content lifecycle, from creation and approval to distribution and compliance. It offers various asset management apps tailored to different business sizes and specific needs, providing features such as file storage, version control, bulk uploads, previewing, and built-in comment and review functionality. Notably, IntelligenceBank works with Adobe GenStudio for Performance Marketing, an integration that enables brands to automate reviews of AI-generated content and implement legal and compliance guardrails. This highlights IntelligenceBank’s commitment to incorporating AI into content workflows. Artificial intelligence features within IntelligenceBank also include image and video tagging, facial recognition, and risk assessment capabilities.

Brandfolder.

Brandfolder is recognized for its visually elegant and user-friendly interface, making it an attractive option for teams that prioritize ease of use and a sophisticated visual experience. It offers robust brand management features and has the potential for integration with other platforms like Canto, providing flexibility for organizations with evolving needs.

MediaValet.

MediaValet is specifically positioned for creative teams and designers, emphasizing features and integrations relevant to the creative process. This platform offers advanced capabilities for managing and distributing creative assets, including features such as collaboration, version control, and integration with design software. MediaValet also allows users to use DAM software as a video asset management platform to streamline video management creation.

Filecamp.

Filecamp is highlighted as a low-cost marketing asset management software that offers unlimited users, making it a budget-friendly option for small to medium-sized businesses. It also provides custom branding options, allowing businesses to tailor the platform to their visual identity.

Aprimo.

Aprimo is presented as a best-of-suite solution that combines DAM functionality with marketing resource management capabilities. It offers a range of automation features designed to streamline the creative team’s workflows, making it a potentially appealing option for larger organizations seeking a comprehensive marketing management platform that includes robust asset management.

Getting started with Adobe Experience Manager.

Adobe Experience Manager Assets is a cloud-native, intelligent DAM that makes creative and content production more efficient by providing easy-to-find and use assets, so you can support highly tailored customer experiences confidently. Experience Manager Assets streamlines collaboration by allowing creatives to receive feedback directly within Adobe Creative Cloud applications, serving as a central filing system with easy access for all team members.

Watch the overview video or request a demo to learn more about how Adobe Experience Manager Assets can help manage all your digital assets on a single platform that scales to meet any traffic and processing demands.