Major brands partner with Adobe to deliver personalized customer experiences in a world without third-party cookies
Adobe has announced the new B2B Edition of its Real-time Customer Data Platform (CDP). The solution is built on Adobe Experience Platform.
The B2B new B2B Edition of Real-time CDP will be available this summer. It unifies person and account profiles across systems to give go-to-market teams a complete and trusted understanding of customers.
A consumer conundrum: balancing privacy with the desire for personalized experiences
Adobe announced the availability in a press release this week. “The relationship between consumers and brands is rapidly evolving,” they say. “Consumers today are more attentive to the data they share, which has resulted in a patchwork of privacy regulations globally.”
At the same time, expectations for personalized brand experiences remain at an all-time high, according to Adobe. But this is happening even as browsers are no longer supporting third-party cookies. Adobe says this means brands will have to contend with reduced insight about unknown visitors to their digital properties while still trying to provide a compelling customer experience.
In light of these changes, it is imperative for companies to recalibrate their customer acquisition strategy, Adobe says. They claim that brands need to place quality, permission-based first-party data at the center of all their customer engagements.
Adopting a first-party data strategy allows them to provide customers with the most relevant, personalized experience by only using the information that customers choose to share.
Adobe Real-time CDP allows brands to combine disparate data sets to achieve greater insight
Adobe Real-time CDP serves as a centralized hub for brands to bring together varying types of first-party event and attribute data to form a more complete view of their customers. It allows brands to combine first-party web, app and media data (from publishers) coming from interactions such as a prospect’s web browsing activity, as well as emails or phone numbers from customers who opt to register on a brand’s site.
As brands add additional data and build richer customer profiles, they can use Adobe Target to personalize experiences. In addition, out-of-box data governance capabilities help brands enforce data usage policies.
“As consumers, we now expect personalized brand experiences while being in control of the data we share,” said Anil Chakravarthy, executive vice president and general manager, Digital Experience Business and Worldwide Field Operations at Adobe. “With Adobe Real-time CDP, we are partnering with brands to deliver relevant, responsive and respectful experiences through first-party data.”