Adobe Announces Industry’s First CDP Architected For First-Party Data

Adobe (Nasdaq:ADBE) today announced the next generation of its Real-time Customer Data Platform (CDP), the only enterprise application architected from the ground up for first-party data-driven customer acquisition and engagement. Adobe 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.

The relationship between consumers and brands is rapidly evolving. Consumers today are more attentive to the data they share, which has resulted in a patchwork of privacy regulations globally. At the same time, expectations for personalized brand experiences remain at an all-time high, while third-party cookies, which marketers have historically relied on to track unknown visitors, will no longer be supported in browsers. This means brands will have to contend with reduced insight about unknown visitors to their digital properties while still trying to provide a compelling customer experience.

In light of these changes, it is imperative for companies to recalibrate their customer acquisition strategy to place quality, permission-based first-party data at the center of all their customer engagements. Adopting a first-party data strategy allows them to provide customers with the most relevant, personalized experience by only using the information that customers choose to share. And yet, a recent survey of digital marketers shows that despite optimism around the benefits of first-party data, marketers believe they have tapped only 47% of their first-party data potential.

“As consumers, we now expect personalized brand experiences while being in control of the data we share,” said Anil Chakravarthy, executive vice president and general manager, Digital Experience Business and Worldwide Field Operations at Adobe. “With Adobe Real-time CDP, we are partnering with brands to deliver relevant, responsive and respectful experiences through first-party data.”

“No customer experience initiative will be successful without a data infrastructure to support it,” said Gerry Murray, research director, marketing and sales technology at IDC. “Customers expect brands to act as one regardless of where, when, how or with whom they interact. The only way to do that is by making customer data an enterprise service free from application and departmental silos with a solution like Adobe’s Real-time CDP.”

“The preservation of our customers’ privacy has long been a priority for IBM," said Jason Andrews, vice president for digital marketing at IBM. "With first-party data rising in importance in this new era, we place tremendous value on our close collaboration with strategic partners such as Adobe to put the interests of consumers at the forefront of what we do.”

“As a customer-obsessed company, we recognize the vital role that first-party data plays in helping to contextualize our customers’ journeys to ultimately deliver a winning brand experience,” said Josh Rab, vice president, marketing technology at Intuit. “Intuit has been a long-standing Adobe customer, and we’re excited to extend this partnership as we ramp up our data strategy and raise the bar for the type of brand experience that Intuit offers.”

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