Adobe (Nasdaq: ADBE) today announced innovations for 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 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 that deliver personalized experiences to millions of customers in real time. Customers include Change Healthcare, Coles, Dick’s Sporting Goods, EY, General Motors, Henkel, Major League Baseball, Panera Bread, ServiceNow, Telefónica, The Coca-Cola Company, The Home Depot, T. Rowe Price and TSB Bank.
“Businesses investing in putting their first-party data into action are the ones who deliver personalized experiences and beat the competition,” said Anjul Bhambhri, senior vice president, Adobe Experience Cloud at Adobe. “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.”
“We need a complete picture of every person leading us, from their history to their needs, to how they’re moving on the customer journey, and that means centering our data on one platform,” he said. Mike Gamble, director of analysis and design at TSB Bank. “The many insights we gain from Adobe Real-Time CDP inform our approach to personalization to enrich customer experiences. Most importantly, we can deliver that wealth seamlessly online and offline because our decisions are based on every interaction with that customer’s past. ”
Adobe Real-Time CDP enables brands to gather first-party data and use authorization-based skills to build rich and actionable customer profiles, segment audiences and deliver personalized customer experience. Innovations include:
- Enrich customer profiles with Adobe Commerce (Magento): Now available in beta, retail brands using Adobe+Commerce can link first-party commerce data to Adobe 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 Adobe 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, Adobe 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. Adobe Real-Time CDP also introduces new privacy and security enhancements designed to manage customer data. These enhancements include encryption controls, tools to automatically respect consent policies or consumer preferences and attribute-based access controls-critical functionality for organizations running on industry highly regulated and for those who want to ensure that data sets are used according to purpose.
- Adobe Real-Time CDP Segment Matching: 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 implement how brand data is collected. audience, and for what purpose.
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