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Adobe updates CDP, puts first-party data front and centre

By Catherine Knowles
Thu 16 Jun 2022

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 across all industries adopt Adobe Real-Time CDP, Adobe is introducing enriched customer profiles with commerce, AI powered targeting, new privacy and security tools and segment match across channels.

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

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, says, “Businesses that invest in putting their first-party data into action are the ones that will deliver personalised 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 adopt a first-party data strategy to stay relevant.”

Adobe Real-Time CDP enables brands to gather first-party data and employ consent-based practices to build actionable customer profiles, segment audiences and deliver personalised experiences to customers.

Specific updates and additions include:

The ability to enrich customer profiles with 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 behaviour to build rich customer profiles and deliver more personalised shopping journeys.

AI for advanced targeting and more efficient pipeline building: Now available, predictive lead and account scoring for Real-Time CDP B2B (Business-to-Business) Edition and Real-Time CDP B2P (Business-to-Person) Edition enable brands to create a more efficient pipeline by identifying people and accounts likely to become sales opportunities using Adobe Sensei-powered intelligence.

Built-in privacy and security tools and Healthcare Shield: Now generally available, Real-Time CDP is HIPAA ready with Healthcare Shield, a new Adobe Experience Platform offering, empowering healthcare brands subject to HIPAA to securely leverage certain types of sensitive personal data to deliver personal experiences throughout the healthcare customer journey. Real-Time CDP will also introduce new privacy and security enhancements designed to manage customer data.

These enhancements include encryption control, tools to automatically honour policies around consumer consent or preferences, and attribute-based access controls - critical functionality for organisations operating in highly regulated industries and for those that want to ensure that data sets are being used as intended.

Segment match in real-time CDP: Now generally available, Segment Match enables Brands to manage and activate audience data across multiple channels and use Adobe’s governance and consent tools to manage and enforce how audience data is collected, and for what purpose.

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