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Digital Asset Management

What is Digital Asset Management?

Digital Asset Management (DAM) is a software system for storing, organising and delivering digital assets. An asset is any file, regardless of its content – originally mostly media files such as images, graphics, music and video, but today also PDFs, templates, 3D files or data sets. This makes DAM a specialised form of content management system (CMS) that focuses entirely on managing assets.

What is a DAM System?

A DAM system is the technical implementation of digital asset management. It becomes the single point of truth for all assets: instead of scattered folders and unclear file versions, every approved image and document lives in one place – including metadata, usage rights and licence information.

Workflow and approval mechanisms ensure that only finished, reviewed files enter the system. A granular rights and roles concept controls who may view, edit or download which assets. When distributing, the DAM delivers each asset in exactly the format required – for example in original quality for a catalogue or as a compressed web version with a watermark for an online shop.

DAM, MAM, PIM or CMS – the differences

Many terms are used around digital asset management, often interchangeably. This overview helps you choose the right system for your requirements:

  • MAM (Media Asset Management): The predecessor of DAM. A MAM system manages media files only – photos, audio and video – typical for broadcast, film and media production.
  • DAM (Digital Asset Management): The evolution of MAM. A DAM manages any file type – including ZIP archives, InDesign or PowerPoint templates and CSV data sets.
  • PIM (Product Information Management): Not a competitor but a complement. While the DAM manages assets, the PIM is the single point of truth for product information such as texts and attribute values. Working together – for example with Akeneo PIM – assets are linked to product data and become easier to find.
  • CMS (Content Management System): The umbrella term. A DAM is a specialised form of CMS that focuses exclusively on digital assets.

What does a Digital Asset Manager do?

The Digital Asset Manager is responsible for running the DAM within the company. They make sure assets enter the system through the right workflows and approvals – starting with requesting them from the photographer or producer and extending to quality control.

Their tasks also include user management and configuring roles, compiling and exporting asset collections for customers and service providers, and – depending on their skills – setting up import and export mechanisms. In TESSA DAM, we call the export configurations channels.