Segment Match unites two firms’ first-party data: Adobe’s marketing boss
Adobe has released Segment Match, a new segment-sharing service innovation to Adobe Experience Platform that allows for two or more platform users to exchange segment data in a secure, governed and privacy-friendly manner.
During the Adobe Summit 2022 on Wednesday, Adobe’s head of marketing, Jeremy Wood explained why this new tool was so significant and exciting for advertisers.
Adobe head of marketing, Jeremy Wood. (Pictured)
“Segment Match is effectively using first-party data to bring brands together and allow them, in a very secure, compliance-governed way to have a value exchange between their two audiences,” he said.
“As an example, Qantas and American Express. They have two very distinct audiences, but obviously they share some common ground. Segment Match allows both company’s first-party data to be brought together, and then leveraged to have offers, visualisation around those two.”
He added: “It is so incredibly exciting for marketers, and especially across first-party data strategies of companies, and depreciation of third-party cookies. This is a really big foray into allowing those with their first-party data strategies to actually continue to leverage that data to attract and find audiences.
“It all begins with first-party data. Whenever we are counseling companies on living in a cookieless world, the first thing we ask them is, are they collecting first-party data? Not everyone has the benefit of sitting on mountains of it right now, so you have a bit of a runway to collect it now. The most repeatable statement that we say to our customers, is are they gathering first-party data, and if they’re not, then they need to, to survive,” Wood explained.
The advanced data collaboration feature addresses data sharing in a post-cookie world and uses Platform privacy standards and personal identifiers such as hashed emails, hashed phone numbers, and device identifiers likes IDFAs (identifiers for advertisers) and Google Advertising IDs.
Key capabilities that Segment Match offers includes, being able to manage the identity overlap process. The identity overlap process ensures that segment sharing is done in a secure and privacy focused way. An overlapped identity is an identity that has a match in both a brands segment and their selected partners’ segment. Prior to sharing a segment between a sender and receiver, the identity overlap process checks for an overlap in namespaces and consent checks between the sender and the receiver(s). Both overlap checks must pass in order for a segment to be shared.
In addition, it allows users to view pre-share estimates. Brands can view in real time pre-share overlap estimates to see the number of overlapping identities by namespace between themselves and their partner allowing them to see the number of overlapped identities that have consent to share data.
Apply data usage labels to control whether data can be shared with partners: Users apply labels that allow them to categorise datasets and fields according to usage policies that apply to that data. This allows users to manage what data is allowed to be shared through Segment Match. Labels can be applied at any time, providing flexibility in how you choose to govern data.
Maintain shared audience lifecycle management after publishing a feed: Once published brands can continue a dynamic exchange of data through abilities to add, delete, and unshare if required.
Got a tip?
topics
Adobe Summit 2022
cookiless world
first-party data
Google Advertising IDs
identifiers for advertisers
IDFAs
Jeremy Wood
Segment Match
Have your say