DAM: definition and role in PIM

In PIM practice, the DAM holds the files and the PIM holds the link between each product and its assets. A good asset link records the role of the file, such as main image or safety data sheet. It also records the sort order, the locale and the channels the file serves. Many PIM products include an asset module that covers product packshots and documents.

Illustrative example: a consumer brand manages seasonal campaign photography with licence expiry dates in a DAM. The PIM links each SKU to its packshots and to approved lifestyle images, and drops an image from channel exports when its licence expires.

In a selection, the DAM question is whether the PIM asset module is enough. Rights management, creative review, video and assets that serve no single product usually point to a dedicated DAM. GPSR requires a picture identifying the product on online offers, which makes correct asset links a compliance matter.