The difference between media asset management, digital asset management, and content management

DAM and MAM are more similar than they are different, as they’re both used to store, organize, and retrieve digital assets. The distinction was made in the past because DAMs wouldn’t typically manage rich media assets. But as DAM systems have become more advanced, it’s become more and more common for DAM systems to also support rich media files the same way a media asset management system would. Phew. Now that we’ve got all those stuffy definitions out of the way...


One of the main reasons for this recent development in DAM software is the growing demand and popularity of tech integrations that create a more seamless experience for its users.

Bynder has integrated with some of today’s most popular tools and platforms to help our users access and edit their rich media assets more easily. For instance, by using the Adobe CC Connector integration, users can simply drag and drop their Bynder assets into their Creative Cloud documents. So when an asset stored within the DAM is updated, the very same asset in InDesign is also updated.


In DAM terms, derivatives describe the different versions of a file that can be created/downloaded, typically based on file size or format. And it is this functionality within DAMs that has allowed them to better support rich media assets. This gives the user the benefit of not having to manually edit, i.e. resize, the file before it can be used—ultimately saving time and money that doesn’t need to be spent on editing software.

AI auto-tagging

Taking advantage of recent advancements in artificial intelligence, auto-tagging has revolutionized the way in which modern DAMs manage rich media files. Bynder’s DAM is equipped with AI capabilities to automatically scan rich media images and generate tags based on the contents of that image.

So in practical terms, if an image of a cat is uploaded, the ‘cat’ keyword is then applied to the file, which can then be used for better searching—especially useful if you’ve forgotten a filename, while also saving you the effort of having to tag images manually.

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