Adobe updates the CDP, putting first-party data in the front and center

Adobe has updated its customer data platform (CDP), Adobe Real-Time CDP, to help brands transition from third-party cookies to first-party data.

As businesses in all industries use Adobe Real-Time CDP, Adobe introduces enriched customer profiles with commerce, AI-enabled targeting, new privacy and security tools and segment matching with channel.

Adobe Real-Time CDP, part of the Adobe Experience Cloud, now delivers real-time data with more than 24 trillion audience segment evaluations and more than a petabyte of data processed on average per day, helping global brands deliver personalized experiences to millions of customers in real -time, the company says.

Customers include Change Healthcare, Coles, Dicks Sporting Goods, EY, General Motors, Henkel, Major League Baseball, Panera, ServiceNow, Telefonica, The Coca-Cola Company, The Home Depot, T. Rowe Price and TSB Bank.

Adobe senior vice president of Adobe Experience Cloud, Anjul Bhambhri, said, “Businesses investing in putting their first-party data into action are the ones who deliver personalized experiences and beat the competition.

“With changing consumer expectations in the digital economy, the time to move away from third-party cookies is now and brands need to use a first-party data approach to stay relevant.”

Adobe Real-Time CDP enables brands to gather first-party data and use authorization-based skills to build actionable customer profiles, segment audiences and deliver personalized customer experience.

Specific updates and additions include:

The ability to enrich customer profiles using Adobe Commerce (Magento): Now available in beta, retail brands using Adobe Commerce can link first-party commerce data to Real-Time CDP and other Adobe Experience Cloud applications. This allows brands to use insights from shopping and browsing behavior to build a rich customer profile and deliver more personalized shopping trips.

AI for advanced targeting and better pipeline development: Now available, predictive lead and account scoring for the Real-Time CDP B2B (Business-to-Business) Edition and Real-Time CDP B2P (Business-to-Person) Edition allows brands to create better pipeline by identifying people and accounts likely to be sales opportunities using Adobe Sensei-powered intelligence.

Built-in privacy and security tools and Healthcare Shield: Generally, now available, Real-Time CDP is HIPAA-ready with Healthcare Shield, a new Adobe Experience Platform offering, which empowers HIPAA-compliant healthcare brands to safely use certain types of sensitive personal data to deliver personal experiences throughout the healthcare customer’s journey. Real-Time CDP will also introduce new privacy and security enhancements designed to manage customer data.

These enhancements include encryption controls, tools to automatically respect policies around consumer consent or preference, and attribute-based access controls-critical functionality for organizations running in highly regulated industries and for those who want to ensure that data sets are used according to purpose.

Segment matching in real-time CDP: Generally, now available, Segment Match allows Brands to manage and activate audience data across multiple channels and use Adobe’s management and authorization tools to manage and enforce how data is collected of the audience, and for what purpose.


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