Devices don’t buy products – people do. Yet marketing to people
as they migrate from one device to another – from a desktop
platform at the office, to a smartphone on the train, to a tablet
in their home – has been a tremendous challenge facing brands for
years. Marketing to the device rather than the consumer has been
the norm.
At Adobe Summit, Adobe (Nasdaq:ADBE) is unveiling the Adobe
Marketing Cloud Device Co-op, a network that will enable the
world’s biggest brands to work together to better identify
consumers across digital touch points while ensuring the highest
level of privacy and transparency. The Co-op will empower
participating brands to recognize their consumers so they can
deliver more personalized experiences across devices and apps at
massive scale. Early measurements indicate that the Adobe Co-op
could link up to 1.2 billion devices seen by Co-op members
worldwide.
Today’s digital marketing efforts focus on IP addresses and
Internet cookies and have failed to establish authentic and
intelligent connections with every consumer. According to the “Get
Personal” report published today by Adobe, nearly eight in ten
consumers (79 percent) and 90 percent of millennials report
switching devices some of the time when engaged in an activity.
Two-thirds (66 percent) of device owners find it frustrating when
content is not synchronized across devices.* Through the Co-op,
marketing to people, not devices, will become a reality. Currently,
only brands like Google and Facebook, which have huge numbers of
users logged into their ecosystems regularly, have been able to
keep track of consumers as they move from one device to
another.
The Co-op will enable member brands to provide their consumers
with a better, more consistent content experience as they migrate
across devices by establishing links between a group of devices
used by unknown consumers or households. With this new capability,
marketers will be able to better understand and respond to consumer
behaviors across devices. The result will be more accurate website
engagement metrics, more personalized content, and more targeted
advertising experiences across search, display and social.
“The Adobe Marketing Cloud Device Co-op will enable brands to
intelligently engage with their customers across all the different
devices they are using,” said Brad Rencher, executive vice
president and general manager, Digital Marketing at Adobe. “By
harnessing the power of the Co-op network, members can benefit from
a truly open ecosystem and a massive pool of devices enabling them
to turn yesterday’s device-based marketing into people-based
marketing.”
“A granular understanding of customer identity is becoming the
defining feature of digital marketing and advertising,” said Scott
Denne, Research Analyst, 451 Research. “Without first knowing the
links among devices, marketers will come up short in their attempts
to understand their customers and measure the reach and impact of
campaigns. The Adobe Marketing Cloud Device Co-op will help
marketers identify their consumers across digital touch points so
they can deliver more personalized experiences across devices.”
How it Works
Co-op members will give Adobe access to cryptographically hashed
login IDs and HTTP header data, which fully hides a consumer’s
identity. Adobe processes this data to create groups of devices
(“device clusters”) used by an unknown person or household. Adobe
will then surface these groups of devices through its digital
marketing solutions, so Co-op members can measure, segment, target
and advertise directly to individuals across all of their
devices.
Consumers will benefit from truly personalized experiences with
a member brand across all their digital touch points. Imagine this
scenario: “Sam” is in the process of booking a vacation to San
Francisco from Acme travel. She searches for hotels on the Acme app
on her tablet, arrival date May 1. Later that day she books a
non-refundable room on her laptop via the Acme website. Currently,
most brands would continue to serve Sam ads for hotel rooms, not
realizing that she’d already booked a room, and Sam would find
these annoying. With participation in the Device Co-op, however,
Acme can immediately stop advertising hotel rooms to Sam, and start
giving her offers for hotel spa treatments, room upgrades, dinner
discounts and tickets to local attractions such as Alcatraz.
All of this will be possible without disclosing the user’s
identity. The Co-op will not share any personal data, such as name,
email or phone number, or site visit data among its members,
addressing a key privacy concern commonly associated with
cross-device technologies. Consumers will have privacy controls
that exceed industry standards. The Co-op will provide
unprecedented transparency by giving consumers insights into
participating brands, as well as all devices the Co-op associates
with the device currently being used.
“One of the key cross-device challenges regulators, privacy
advocates and technology companies have been grappling with is the
ability to provide consumers with transparency and meaningful
choice in an ecosystem that is increasingly complex,” said Jules
Polonetsky, CEO, Future of Privacy Forum. “By ensuring that a
consumer's choice will be respected across devices and displaying
information in a way the typical consumer can easily understand,
Adobe is serving publishers and marketers while respecting consumer
privacy.”
“As the digital landscape has evolved toward a multi-device
environment, the NAI has been closely examining new advertising
technologies, and the privacy and self-regulatory challenges
presented by them,” said Leigh Freund, president and CEO, Network
Advertising Initiative. “Adobe has found a way to address the
cross-device challenge in a privacy-friendly way that will benefit
both advertisers and consumers. We commend Adobe’s successful
combination of a strong commitment to consumer privacy and business
innovation.”
“Adobe is taking a thoughtful approach in its Device Co-op that
follows the DAA's cross-industry standards,” said Stuart Ingis,
counsel to the Digital Advertising Alliance (DAA). “Adobe is also
providing an additional thoughtful approach that individually
identifies for consumer those businesses that are working with
Adobe, allowing a uniform choice to disconnect any device from its
offering."
Helpful Links
- Adobe Blog Post: Learning From Consumer
Trends – Marketing to Customers Across Digital Devices
- *Adobe “Get Personal” Research
Report
About Adobe Marketing Cloud
Adobe Marketing Cloud empowers companies to use big data to
effectively reach and engage customers and prospects with highly
personalized marketing content across devices and digital touch
points. Eight tightly integrated solutions offer marketers a
complete set of marketing technologies that focus on analytics, web
and app experience management, testing and targeting, advertising,
audience management, video, social engagement and campaign
orchestration. The tie-in with Adobe Creative Cloud makes it easy
to quickly activate creative assets across all marketing channels.
Thousands of brands worldwide including two-thirds of Fortune 50
companies rely on Adobe Marketing Cloud.
About Adobe
Adobe is changing the world through digital experiences. For
more information, visit www.adobe.com.
© 2016 Adobe Systems Incorporated. All rights reserved. Adobe
and the Adobe logo are either registered trademarks or trademarks
of Adobe Systems Incorporated in the United States and/or other
countries. All other trademarks are the property of their
respective owners.
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version on businesswire.com: http://www.businesswire.com/news/home/20160321006436/en/
AdobeCraig Corica, 415-832-5389ccorica@adobe.comStefan Offermann,
408-536-4023sofferma@adobe.com
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