PHOTO:
Victor Solanoy
Adobe has announced the newest iteration of its Real-Time Customer Data Platform (CDP), an application for first-party data-driven customer acquisition and engagement. Adobe Real-Time CDP aims to help brands activate customer data to manage entire customer profiles and journeys in one system, without the need for third-party cookies. According to Adobe, this will be the first CDP built from the "ground up" for first-party customer data.
Consumers today are more attentive to the data they share, which has resulted in a myriad of privacy regulations globally. Meanwhile, as expectations for personalized brand experiences remain at an all-time high, third-party cookies, which marketers have relied on to track unknown visitors, will no longer be supported in browsers. By adopting a first-party data strategy, companies are still able to provide customers with the most relevant, personalized experience by only using the information that customers choose to share.