As Google Chrome and other browsers prepare to end support for third-party cookies, Adobe has announced the next generation of its real-time customer data platform (CDP) to help brands activate known and unknown customer data.
See also: Adobe Photoshop 22.3 update: Brings support for Apple Silicon
See also: Charles Geschke: Adobe co-founder dies at 81
The company's real-time CDP allows brands to manage the entire customer profile and seamlessly travel within one system without the need for third-party cookies.
As consumers have become aware of the value of the data they share online, a patchwork of privacy regulations like GDPR has begun to emerge globally. At the same time, organizations remain committed to delivering personalized brand experiences that often rely on third-party cookie tracking to create them.
Now that Google has introduced the new FLoC tracking technology to Chrome, brands will have reduced information about unknown visitors on their digital properties, which will hurt their ability to provide an engaging customer experience.
See also: Adobe patches critical vulnerabilities in Photoshop and Digital Editions
Adobe’s real-time CDP gives brands a central hub that aggregates different types of first-party events and delivers data to help them build a more complete picture of their customers. The platform allows brands to combine web , app, and media data from publishers to create richer customer profiles. They can then use Adobe Target to create personalized experiences for their visitors.
Information source: techradar.com
