Adobe catches up with the competition with the release of new consumer data platform capabilities for marketers, including a “data clean room” and B2B tools.
Through its latest feature release, Adobe’s customer information platform, which first established itself in the B2C sector, is expanding into the B2B space.
Adobe CDP users can use Segment Match to share consumer data of partners, as well known as second-party statistics, & combine this to develop new marketing segments for combined promotions while maintaining consumer privacy, according to Ryan Fleisch, Adobe’s head of Real-Time CDP & Audience Manager product marketing.
According to David Raab, founder of the CDP Institute, technology to facilitate collaborative promotions, including an airline and then a credit card business pooling consumer data to jointly push a discount or financing offer, has been there for years.
Organizations selling advertising, such as Google, Amazon, and Facebook, typically use a data clean room to merge two companies’ data in the privacy-controlled sandbox with accompanying technologies for maintaining privacy compliance, such as homomorphic encryption. Some CDPs are also capable of establishing data clean rooms.
“That’s what when it came to privacy-safe data exchange,” Raab explained. “Typically, both parties submit data, and evaluation of encrypted data yields a true conclusion [of a size of the cooperatively created market sector], which is exciting to consider.”
Users can utilize Segment Match to commingle content with partners by utilizing cookies, instead of relying on identifiers contained throughout their sets of data obtained from numerous digital channels.
The Adobe CDP includes services for marketers, such as Segment Match, to help them segment users more quickly while adhering to privacy regulations.
Adobe has included AI-powered forecast lead and account scoring in its Real-Time CDP B2B and B2P editions. For a long time, AI lead scoring is already standard practice with sales teams using CRM & marketers using all those other CDPs.
Adobe Real-Time CDP, a customer data platform (CDP), has been enhanced to assist companies in transitioning from third-party cookies to first-party data.
Adobe is delivering richer consumer segments with commerce, AI-driven targeting, additional privacy and security features, including segment match throughout channels as organizations across all sectors embrace Adobe Real-Time CDP.
According to the company, Adobe Real-Time CDP, a component of Adobe Experience Cloud, presently provides real-time data with more than 24 trillion viewer segment evaluations and above one petabyte of data processed on average a day, assisting global brands in delivering personalized experiences to millions of consumers in real-time.
Changing Healthcare, Coles, Dicks Sporting Goods, EY, General Motors, Henkel, Major League Baseball, Panera Bread, ServiceNow, Telefonica, The Coca-Cola Company, The Home Depot, T. Rowe Price, and TSB Bank are among the customers.
Anjul Bhambhri, senior vice president of Adobe Experience Cloud, says, “Businesses who invest in putting their first-party data to use can create customized experiences and win the competition.”
“With shifting customer expectations in the modern economy, the moment has arrived to abandon third-party cookies, and organizations must embrace the first-party roadmap to remain relevant.”
Adobe Real-Time CDP enables organizations to collect first-party data and use consent-based practices to create actionable consumer profiles, segment audiences, and provide tailored customer experiences.