Adobe wants to help businesses survive the death of third-party cookies
Why use third-party cookies when you can use first-party data instead
When you purchase through links on our site, we may earn an affiliate commission.Here’s how it works.
AsGoogleChrome and otherbrowsersprepare to end support forthird-party cookies, Adobe has announced the next generation of its Real-time Customer Data Platform (CDP) to help brands activate known and unknown customer data.
The company’s Real-time CDP allows brands to manage the entire customer profile and journey seamlessly in one system without the need for third-party cookies.
As consumers have grown more aware of the value of the data they share online, a patchwork of privacy regulations likeGDPRhave begun to emerge on a global scale. At the same time though, organizations remain committed to offering personalized brand experiences which they have typically relied on tracking from third-party cookies to create.
Now that Google has introduced its new tracking technologyFLoCin Chrome, brands will have reduced insight about unknown visitors to their digital properties which will hurt their ability to provide a compellingcustomer experience.
Adobe Real-time CDP
Adobe’s Real-time CDP offers brands a centralized hub that brings together different types of first-party event and attribute data to help them form a more complete view of their customers. The platform allows brands to combine first-party web, app and media data from publishers to build richer customer profiles. They can then useAdobe Targetto create personalized experiences for their visitors.
As it has become increasingly difficult to get unknown visitors to register on a brand’s site using their email or phone number, Adobe Real-time CDP lets brands build a prospect’s profile based on brand interactions. This data is then ingested by Adobe Target and used to orchestrate the next best content, offer or experience for them.
Adobe has also added a new feature called Segment Match to its platform that lets brands collaborate to expand their own first-party data through partnerships. Look-alike Segments on the other hand allow brands to identify additional customers who share similar attributes to their best-known customers.
Are you a pro? Subscribe to our newsletter
Sign up to the TechRadar Pro newsletter to get all the top news, opinion, features and guidance your business needs to succeed!
In apress releaseannouncing the next generation of Adobe Real-time CDP, EVP and GM of Adobe’s digital experience business and worldwide field operations, Anil Chakravarthy explained how the platform is using first-party data as opposed to third-party cookies to help brands offer better personalized experiences, saying:
“As consumers, we now expect personalized brand experiences while being in control of the data we share. With Adobe Real-time CDP, we are partnering with brands to deliver relevant, responsive and respectful experiences through first-party data.”
Brands interested in testing out Adobe Real-time CDP for themselves canrequest a demoforAdobe Experience Cloudon the company’s site.
After working with the TechRadar Pro team for the last several years, Anthony is now the security and networking editor at Tom’s Guide where he covers everything from data breaches and ransomware gangs to the best way to cover your whole home or business with Wi-Fi. When not writing, you can find him tinkering with PCs and game consoles, managing cables and upgrading his smart home.
7 myths about email security everyone should stop believing
Best Usenet client of 2024
NYT Strands today — hints, answers and spangram for Sunday, November 10 (game #252)
