Adobe Inc. updates. its Adobe Real-Time Customer Data Platform offer with new capabilities it says will help customers overcome Google LLC’s plans to block third-party cookies.
The company said today that Adobe Real-Time CDP has gained new enriched capabilities around customer profiles and targeting powered by artificial intelligence to help brands deliver personalized experiences to millions. million customers.
The platform can now deliver real-time data with more than 24 trillion reviews to the audience segment, Adobe said.
Built on the Adobe Experience Platform, Real-Time CDP helps companies aggregate known and anonymous data from multiple sources to create customer profiles that can be used to provide personalized customer experiences across multiple channels and devices in real time. Adobe has high hopes that the platform will serve as an alternative to advertisers who have traditionally relied on third-party cookies to serve personalized ads on the web.
Google plans to remove support for cookies in its Google Chrome browser and other services by 2023, leaving a huge hole in advertisers ’armory. Real-Time CDP is placed as an alternative to cookies. Adobe says it will help brands gather first-party data and use authorization-based skills to build rich, actionable customer profiles and segment audiences-and as a result they can continue to deliver of personalized customer experiences.
So far, Adobe Real-Time CDP has got a new feature in beta that allows brands to enrich customer profiles using Adobe Commerce. The idea is that companies can use Adobe Commerce insights from shopping and browsing behavior to enhance customer profiles in Real-Time CDP. On the AI side, the Business-to-Business and Business-to-Person editions of Real-Time CDP get a pipeline building tool from Adobe Sensei that will allow brands to identify people and accounts that are committed of sales leads.
There’s also a new feature called Segment Match that brands can use to manage and activate audience data across multiple channels.
Adobe Experience Cloud Senior Vice President Anjul Bhambhri said companies need to start thinking about moving away from third-party cookies now and instead adopt a new approach to first-party data. “Businesses investing in putting their first-party data into action are the ones who deliver personalized experiences and beat the competition,” he asserted.
Real-Time CDP also gets enhanced privacy and security tools, including a new feature called Healthcare Shield, for customers in highly regulated industries. Adobe says Healthcare Shield complies with the Health Insurance Portability and Accountability Act and allows brands to use more sensitive data to deliver personalized experiences. As the name suggests, it is primarily aimed at health care providers.
Finally, Real-Time CDP gets new privacy and security enhancements in data management, such as encryption controls, tools to automatically respect customer consent and preference policies, and controls in attribute-based access.
Liz Miller of Constellation Research Inc. said. in SiliconANGLE that Google’s plan to remove third-party cookies, and other developments such as Apple’s new app tracking transparency rules, increase the importance of first-party data, which simultaneously raising stakes in how that data is used and also the values created by brands in exchange for customer data for interactions.
As a result, Adobe has focused its efforts on delivering both business-to-business-specific CDP capabilities and integration with its broad portfolio of engagement tools and content solutions, Miller said. The idea is to combine the multiple facets that make up the overall picture of customers, consisting of known first-party data and pseudonymous data from multiple channels to create a more robust customer profile.
Miller explained that in Real-Time CDP, Adobe’s goal is to bring all of this data into one view without aggregating the intent or customer consent. In addition, it aims to ease the burden on marketers by enabling automatic updates to data connections without the need for manual sewing or data manipulation, he added.
“While I can’t call a CDP a replacement for a third-party cookie, it’s actually a tool that helps brand/customer relationships thrive thanks to its capacity to look beyond a tool or a function and consolidate and normalize customer data across a wide range of inputs, ”Miller said.“ Instead of relying on a third-party cookie for signals of that behavior, the teams behind of customer interactions just need to call their internal CDP to make that single pane of glass. ”
Adobe said Real-Time CDP has had a positive reception from many customers who have had early access to the new features, including The Coca-Cola Co., Major League Baseball, ServiceNow Inc. at TSB Bank Plc. Mike Gamble, director of testing and design at TSB, said the bank needs to maintain a complete picture of every customer who leads it.
“The rich insights we gain from the Adobe Real-Time Customer Data Platform inform our approach to personalization to enrich customer experiences,” he said. “Above all, we can deliver that wealth seamlessly online and offline because our decisions are based on every interaction with that customer’s past.”
Photo: Adobe
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