Adobe is all in on first-party data.
Speaking at the Adobe Summit in Sydney this week, Adobe’s managing director for Australia and New Zealand Suzanne Steel said: “investing in first-party data is the only way”.
With a constantly evolving privacy landscape and third-party cookies quickly coming to the end of the line, it’s clear why businesses need to invest in their first-party data strategy.
What isn’t always as clear is how.
To help marketers as they move towards a cookieless future, Adobe is launching Segment Match, a new tool to help brands share their first-party data in a secure and compliant manner.
“What we’re talking about here is Adobe effectively being that custodian to allow two people to be able to match consent-attached first-party profiles,” said Adobe APAC Product Strategy & Product Marketing Gabbi Stubbs.
Segment Match is not a marketplace for businesses to freely buy and share customer data. Rather, it is all about allowing brands with common interests to expand their reach using consented metadata.
“We’re not talking about me handing over my device graph to you,” said Stubbs.
“Our job is to help our partners build and operationalise their own first-party data so they can control it, as opposed to an ad tech company controlling it or walled garden.
“That control sits with you and so that extends to everything you do around who you share with. It’s about creating the infrastructure to be able to do that and the guardrails to be able to do that.”
Segment Match might be used to facilitate first-party data sharing between a publisher and a brand that already has a relationship. Here, data that customers have consented to sharing can be matched with other segments to help create valuable insights.
Alternatively, a large company such as Unilever might have complementary datasets from different brands (such as Dove and Lipton). Data siloes could mean this data is seperated and difficult to combine. Segment Match will allow this data matching while ensuring privacy controls remain in place.
Life after cookies… are we ready?
So is the Australian market ready for life after cookies?
It’s a mixed bag.
“The levels of understanding, the stages of maturity, the level of acceptance around it – they’re all so different. But I do feel really hopeful,” Stubbs said.
“We’re certainly more mature than South-East Asia, India and China.
“I think that’s because the predominance of third-party data was not as significant in our market anyway. We have some aggressive publishers, which helps.”
Stubbs suggested that these publishers are now able to compete with walled gardens due to their strong first-party data availability.
Please login with linkedin to commentAdobe
Union, WPP AUNZ’s bespoke national group model created to service Bankwest, has launched a new national brand campaign for the visual-style terms and conditions the financial institution developed with the University of WA in a bid to make T&Cs more engaging for customers. Bankwest has rolled out visual terms and conditions for its Bankwest Easy […]
Adland doesn't appear to function much before 11am, so it's hats off to these early birds who had to set the alarm.
The first ever web series to be funded by both Screen Australia and Film Victoria for TikTok, will launch on May 17. Produced by Hayley Adams and Michelle Melky, and directed by Logan Mucha, Scattered is a new queer drama comprised of 38 x 1-minute daily eps. It follows three best friends, Jules, Sami and […]
Schwartz Media will extend its audio offering with a new culture podcast. Building on the success of its flagship daily news podcast 7am, and it’s growing arts and culture coverage, Schwartz Media is launching new podcast The Culture at the end of the month. Award-winning journalist, editor of 7am and pop-culture obsessive Osman Faruqi will […]
Building a connection with existing customers is just as integral to any marketing strategy as winning new ones, but how do we turn customers into spokespeople for our brands? By Peggy de Lange, VP of international expansion at Fiverr It’s a well-known rule of thumb that it costs 5-times more to get a new customer […]
In the next instalment of the ‘Proudly Ordinary’ campaign for Tooheys Extra Dry, Lion and 72andSunny continue their partnership with work from Vice and Aaron Gocs (Gocsy). Gocsy is a beloved icon of Australian outsider comedy who creates content for Vice and his own broadcast channels. As part of the highly successful ‘Proudly Ordinary’ brand […]