Adobe Announces Industry’s First CDP Architected For First-Party Data At Adobe Summit 2021

SAN FRANCISCO, CA JULY 1, 2018: Entrance to Adobe San Francisco office location in historic Baker and Hamilton warehouse
B&T Magazine
Edited by B&T Magazine

Adobe today announced the next generation of its real-time customer data platform (CDP), the only enterprise application architected 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 in one system, without the need for third-party cookies.

Despite recent changes at Google and Apple around cookies and privacy settings that will affect the landscape, Adobe said that a recent survey of digital marketers had revealed over 53 percent are not tapping into their company’s first-party data potential.

“As consumers, we now expect personalised brand experiences while being in control of the data we share,” Anil Chakravarthy, executive vice president and general manager of digital experience business and worldwide field operations at Adobe, said.

“With Adobe Real-time CDP, we are partnering with brands to deliver relevant, responsive and respectful experiences through first-party data.”

Adobe Real-time CDP serves as a centralised 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.

Adobe revealed that the B2B edition of Adobe Real-time CDP would also be made available today.

The product brings together both individual and account profiles for complete intelligence and activation to help B2B companies think and act like B2C brands.

“No customer experience initiative will be successful without a data infrastructure to support it,” Gerry Murray, research director of marketing and sales technology at IDC, said.

“Customers expect brands to act as one regardless of where, when, how or with whom they interact. The only way to do that is by making customer data an enterprise service free from application and departmental silos with a solution like Adobe’s Real-time CDP.”

“The preservation of our customers’ privacy has long been a priority for IBM,” Jason Andrews, vice president for digital marketing at IBM, said.

“With first-party data rising in importance in this new era, we place tremendous value on our close collaboration with strategic partners such as Adobe to put the interests of consumers at the forefront of what we do.”

Moreover, as additional data is added and richer customer profiles are built, brands can use another Adobe product, Adobe Target, to personalise experiences with real-time, machine-learning at scale, among other capabilities.

To learn more about Adobe Target, click here.

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