![]() Obviously, media activation is only one possible application of the data co-op. Practically speaking, the hotel could offer better services and more relevant messaging because it will gain a fuller view of the customer journey. If that customer also frequents a certain airline – and both the airline and hotel are part of Adobe’s cross-device co-op – the hotel can connect that laptop to the customer, thereby developing a full device profile. Say the hotel knows about a customer’s mobile phone and tablet, but not about her laptop. Every participant has to feel like they’re getting the requisite for their money back based on the value of their contributed data.”įor instance, a hotel brand could cross-reference its cross-device links with an airline’s. If you have a user, you get device linkages related to that user. “This is not giving you access to the broader graph. “This is not giving you net new visitors to go acquire,” he added. It’s important to note that for privacy (and competitive) reasons, Adobe doesn’t allow the swapping of targeting segments or user-level data. The size of what you contribute equalizes what you get back.” ![]() “We are not going to bring any data into this co-op unless it plays by our rules. ![]() “We see ourselves as a centralized point of governance,” Ahuja said. Participating brands must follow also must contribute quality data of their own in order to get quality data out. Polonetsky said he was impressed by the co-op’s restrictions that keep partners from identifying consumers on anything beyond a device link (which is limited to hashed IDs and HTTP header data) and improved transparency about the participating partners, as well as the universal opt-out. The Future of Privacy Forum provided input as Adobe developed the co-op over the past several months, said Jules Polonetsky, CEO of the Washington, DC-based data privacy think tank and the former chief privacy officer for AOL. It’s an important step for Adobe because when it first introduced the concept of the co-op, prospective partners worried it relied too heavily on cookie-based opt-outs where, if someone clears his cookies, the system could forget that the person opted out (especially if he moves between multiple devices). In order to join the Adobe Marketing Cloud Device Co-op, brands must play by a few rules.įirst, all co-op members must clearly disclose their role as a member of the device co-op and provide a link and logo to an Adobe-created privacy portal, where consumers can opt out either individual devices or all their devices at once. Early estimates show Adobe’s system has the ability to link up to 1.2 billion devices globally and Ahuja predicts that ability will only increase.Īdobe was clear that this is not a data free-for-all. These brands include Disney, Coca-Cola, Comcast and McDonald’s, though the co-op is still in private beta and Adobe isn’t yet naming any customers.Īccording to Ahuja, the co-op looks anonymously at how different devices are related and ports that link to the co-op’s members. “Google and Facebook have great scale, but nobody can rival our digital footprint and the brands we work with.” “You can trust your future to Google and Facebook, but the thing we hear consistently is, ‘Is their incentive to sell you more media?’” said Amit Ahuja, GM of data management for Adobe Marketing Cloud. ![]() Adobe Marketing Cloud, which sees more than 41 trillion digital impressions each year, hopes its co-op will offer the best of both worlds. On the other hand, numerous probabilistic tools promise reach, but not always accuracy. On the one hand, Facebook and Google offer scaled, cross-device matching capabilities – but only within their walled gardens. Adobe rolled out the Adobe Marketing Cloud Device Co-op – a cross-device system built around Adobe Analytics and the Audience Manager data management platform – at the Adobe Summit in Las Vegas on Tuesday.ĪdExchanger first reported on Adobe’s attempt to create the data co-op last July.Īdobe hopes to patch a big hole in the cross-device ecosystem. ![]()
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