Adobe Inc. unveiled updated software to help brands target customers with advertising and offers, replacing\u00a0third-party cookies that are\u00a0being eliminated in the name of consumer privacy after tracking\u00a0users across the internet for more than two decades.<\/p>\n
A new version of Adobe\u2019s\u00a0Real-time Customer\u00a0Data Platform is designed to use brands\u2019\u00a0own data, rather than insight from third-party cookies, which are already blocked by several web browsers and are soon to be nixed by\u00a0Google Chrome.<\/p>\n
The Adobe product introduced Tuesday will let clients ask consumers for permission to use their information, said Amit Ahuja, vice president, experience cloud products\u00a0and\u00a0strategy.<\/p>\n
The cookie has been the foundation of personalized\u00a0web experiences since the mid-1990s when Netscape first started using the tracking technology in its browser, putting a little piece of data on a user\u2019s computer while they were scanning the internet\u00a0in order to remember them.<\/p>\n
Amid privacy regulations, ad-blocking software and the decision by browsers to get rid of them, cookies placed by third-parties that provide advertising and tracking services to websites and brands are disappearing.<\/p>\n
To reach customers and respect their privacy wishes, Adobe\u2019s customers will have to look for new options, including using data they collect directly, Ahuja said.<\/p>\n
With the new Adobe software, consumers browsing on a site should expect that it will be much clearer how the site is using their data and why they are being shown certain personalized experiences, he said.<\/p>\n
\u201cYour expectations for a brand understanding you and knowing you and giving you a personalized experience are really getting higher and at the same time, the counteracting balance\u00a0is that consumers are correctly placing more value on their privacy,\u201d he said.<\/p>\n
Another factor in the demise of traditional tracking:\u00a0companies that collect massive volumes of data in their own services \u2014\u00a0think Facebook or Google \u2014\u00a0have been less generous about what they\u2019re sharing with others who want to use that data, said\u00a0Tina Moffett<\/a><\/strong>, principal analyst at Forrester.<\/p>\n \u201cIt\u2019s really forcing brands, and specifically chief marketing officers, to go back to the basics of marketing and advertising,\u201d she said. \u201cFor a long time, marketers got real slap-happy with using cookie-based level data to personalize.\u201d<\/p>\n Google is\u00a0replacing<\/strong>\u00a0<\/a>cookies with another approach, called\u00a0Federated Learning of Cohorts, or\u00a0FLoC, although it, too, is attracting ire from privacy advocates. Adobe said\u00a0it\u2019s examining Google\u2019s system, although generally Adobe\u2019s software\u00a0integrates with all major platforms and services that customers\u00a0want to use.<\/p>\n More than half of the clients that Adobe surveyed\u00a0aren\u2019t using the full breadth of the data they collect to personalize their approach to customers \u2014\u00a0often they don\u2019t know what they have and information is stored in disparate systems, Ahuja said.<\/p>\n The new Adobe software is being tested by\u00a0clients such as\u00a0FedEx Corp., T. Rowe Price Group Inc.\u00a0and Verizon Communications Inc.<\/p>\n It will bring together all sorts of first-party data and events to get more complete insight on\u00a0customers and will let the companies combine that data with information\u00a0from apps and media websites that\u00a0use\u00a0browsers.<\/p>\n Adobe\u2019s Target software also uses machine learning to provide real-time predictions of what\u00a0information or offer to show users next as they move through a brand\u2019s website.<\/p>\n One new feature allows clients to find\u00a0new customers who are similar to their existing best-known users.<\/p>\n The software will also let brands share non-sensitive data with each other\u00a0to better personalize what products they pitch \u2014\u00a0for example an apparel company can combine with a jewelry company, giving them data on what types of dresses a certain group of customers are buying so the second firm can suggest appropriate necklaces or earrings.<\/p>\n Using these kinds of technologies in combination will be more complex than\u00a0just signing up to buy information gleaned\u00a0from third-party cookies, Moffett said, but it\u2019s good for user privacy and brands don\u2019t have much choice.<\/p>\n \u201cThe future of data-driven marketing is going to be more fragmented,\u201d she said. \u201cBut it\u2019s better than using the third-party cookie.\u201d<\/p>\n Adobe Inc. unveiled updated software to help brands target customers with advertising and offers, replacing\u00a0third-party cookies that are\u00a0being eliminated in the name of consumer privacy after tracking\u00a0users across the internet for more than two decades.\u00a0<\/p>\n","protected":false},"author":341034,"featured_media":394937,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_sma_x_autopost_status":"idle","_sma_x_autopost_error":"","_sma_x_post_id":"","_sma_facebook_post_id":"","_sma_instagram_post_id":"","_sma_threads_post_id":"","_sma_x_attempts":0,"footnotes":""},"categories":[18],"tags":[2556],"class_list":["post-394935","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-internet","tag-adobe"],"_links":{"self":[{"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/posts\/394935"}],"collection":[{"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/users\/341034"}],"replies":[{"embeddable":true,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/comments?post=394935"}],"version-history":[{"count":0,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/posts\/394935\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/media\/394937"}],"wp:attachment":[{"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/media?parent=394935"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/categories?post=394935"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/tags?post=394935"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}Now read: South Africa\u2019s most powerful online publishers revealed<\/a><\/h3>\n","protected":false},"excerpt":{"rendered":"