2 min

On Wednesday, Adobe announced that its data governance tools in the Customer Data Platform, are now generally available. The platform is used by marketers to combine known customer data with pseudonymous data (customer data that doesn’t include identity).

The marketers use this tool to ensure that they are using customer data responsibly. Matt Skinner, the senior manager of Product Marketing at Adobe, says that it may not be the most attractive tool for marketers, but it is one that they worry about.

A changing landscape

Data governance is one of the most important topics among marketers for several reasons. One of the most important reasons is that organizations are still figuring out data strategy that adheres and complies with new laws like GDPR in Europe and the California Consumer Privacy Act.

The digital domain is changing for marketers. Browsers are increasingly evolving to block third-party cookies. As these changes flow in, Covid-19 is making digital commerce and online marketing strategies vital for businesses. 

With Adobe’s data governance tool, organizations can have a way to set data privacy policies in all departments, including marketing and legal. The tool establishes the policies that label and handle data without needing expertise in complex IT processes.


The platform has a privacy console from which the data manager can apply labels that come with the platform or create custom labels. After labeling, the tool allows them to set restrictions by defining how marketing uses the information.

These tools make it easy for people using CDP tools to create checklists and procedures that allow them to be diligent in data governance. These are the tools that give customers of the platform the ability to label the data instead of letting it float free.

The need for CDPs is growing with enterprises using it to get new information about their customers.