Adobe enables cross-device people tracking for ads
Tue 22 Mar 2016
Adobe has announced a new network which will enable leading brands to connect in identifying consumer trends and delivering content across different devices and digital platforms.
The Adobe Marketing Cloud Device Co-op, to be unveiled at the 2016 Adobe Summit in Las Vegas this week, is pitched as a private, transparent tool for delivering tailored ‘experiences’ to consumers across a range of devices and apps at ‘massive scale.’
Today’s release indicated that as many as 1.2 billion devices could be connected to the network and accessed by Co-op members worldwide.
Adobe argues in its ‘Get Personal’ report [PDF] that current digital marketing strategies focusing on IP addresses and cookies have failed to achieve a personal connection with consumers. The research found that almost 90% of millennials switch devices when engaged in an online activity, while 66% of device owners find it irritating when content is not synchronised across their devices.
To respond to this challenge, Adobe explains the importance of marketing to users, not devices – a feat only managed by brands like Google and Facebook, whose huge customer data logs enable more efficient cross-device tracking.
The Adobe Co-op will now allow global member brands to deliver more consistent content to consumers as they change from one device to another. The network will enable links between groups of devices used by anonymous users and households. The company advise that this capability will improve website engagement metrics, personalisation, and targeted advertising across search, display and social media.
“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 of 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.”
The Co-op system will work with information provided by brand members. This data will include cryptographically hashed login IDs and HTTP header data, to completely mask a consumer’s identity. Adobe will then process the data to create device ‘clusters,’ before sharing these across its marketing solutions to enable brands to better measure, segment, target consumers across all of their devices.