Adobe announces industry’s first CDP architected for first-party data

Adobe has announced the launch of the industry’s first customer data platform architected for first-party data, without third-party cookies.

The announcement:

Adobe (Nasdaq:ADBE) today announced the next generation of its Real-time Customer Data Platform (CDP), the only enterprise application architected from the ground up for first-party data-driven customer acquisition and engagement. Adobe Real-time CDP helps brands activate known and unknown customer data to manage the entire customer profile and journey seamlessly in one system, without the need for third-party cookies.

The relationship between consumers and brands is rapidly evolving. 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, while third-party cookies, which marketers have historically relied on to track unknown visitors, will no longer be supported in browsers. 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 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. And yet, a recent survey of digital marketers shows that despite optisim around the benefits of first-party data, marketers believe they have tapped only 47% of their first-party data potential.

“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.”

Source: Adobe media release


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