Adobe unveils CDP created for first-party data

Adobe has unveiled its real-time customer data platform (CDP) which it touts as the only enterprise application created from the ground up for first-party data-driven customer acquisition and engagement. According to Adobe, its 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.

Adobe's latest offering comes as third-party cookies are slowly being phased out and consumers today seek more personalised brand experiences. The 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. The B2B edition of the Adobe real-time CDP is also available beginning today.

Additionally, brands can also build a prospect’s profile based on brand interactions using the real-time CDP. Using that, they can also leverage on another Adobe product named Adobe Target to personalise experiences with real-time machine learning, among other capabilities.

Anil Chakravarthy, Adobe's EVP and GM, digital experience business and worldwide field operations said consumers now expect personalised brand experiences while being in control of the data they share. This new platform allows Adobe to partner with brands to deliver relevant, responsive and respectful experiences through first-party data.

Meanwhile, Epsilon and Publicis Sapient are also expanding the Groupe's long-standing relationship with Adobe to help enterprise brands deliver one-to-one personalisation at scale. Epsilon has integrated CORE ID, its stable and scalable identity solution, with the Adobe Experience Platform through Epsilon's newest offering to augment CDP, CDP Essentials.

Publicis Sapient will bring CORE ID integration to its global client portfolio and work closely with Adobe and Epsilon to create custom experiences built on Adobe Experience Platform to deliver personalized experiences across every channel.

Photo courtesy: 123RF

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