Over 60 Global Brands Participate to Enable Reach Across 1.8 Billion Devices
Marketing to people as they move from one device to another – from a
desktop at the office, to a smartphone on the train, to a tablet in
their home – continues to pose a tremendous challenge to brands and
marketers. Marketing to the device rather than the consumer has been
standard practice – creating disconnected, impersonal experiences.
At Adobe Summit, Adobe (Nasdaq:ADBE) today announced the general
availability of the
Adobe
Experience Cloud Device Co-op
: a network that lets brands work
together to better engage consumers across devices and digital touch
points, while protecting privacy and providing transparency. More than
60 global brands have joined the Device Co-op so far, giving these
brands the ability to reach more than 300 million consumers across 1.8
billion devices in the U.S. and Canada.
Leveraging Adobe Experience Cloud and Adobe Analytics Cloud, the Device
Co-op enables brands to deliver more personalized experiences across
devices and apps at scale. To date, brands such as AllState, the NFL,
Lenovo, Scripps, Sprint and Subaru are partnering to harness the
collective power of connected devices to better serve their customers
and prospects.
“The average consumer uses multiple devices each and every day. This has
proven to be extremely challenging for marketers who are trying to
create the best possible brand experience across the customer journey,”
said Suresh Vittal Kotha, vice president, Adobe Experience Cloud. “The
Device Co-op helps solve this massive challenge by harnessing the
collective power across a community of brands. Currently, Device Co-op
members are reaping the unique benefits of this community and we’re
excited to open this opportunity to others today.”
“Adobe’s Device Co-op has been instrumental in lowering paid media costs
by extending our reach to people who have already signed up for fantasy
sports or have purchased GamePass,” said Aidan Lyons, vice president of
fan-centric marketing at NFL.
“Meaningful engagement with our digital customers is top of mind in
everything we do, and using Adobe Audience Manager and Device Co-op in
tandem has returned tremendous results,” said Will Fraley, director of
digital martech & analytics, Sprint. “Not only are our campaigns more
personalized and consistent, but we’ve seen seven times the orders from
our new retargeting campaign.”
How It Works
Device Co-op members provide Adobe with cryptographically hashed login
IDs and HTTP header data, to enable connections across devices. Adobe
processes this data to create groups of devices (“device clusters”) used
by that consumer. Adobe then surfaces the links to devices known to a
Device Co-op member in these device clusters through its Adobe
Experience Cloud solutions, so Device Co-op members can better measure,
segment, target and advertise directly to their consumers across all of
their devices. At the same time, consumers benefit from better, more
personalized and relevant brand experiences across their devices.
All of this is possible without disclosing the user’s identity among
members. The Device Co-op does not share any identifiable data, such as
name, email or phone number, or site visit data among its members,
addressing a key privacy issue commonly associated with cross-device
technologies. Specifically, Adobe Device Co-op protects consumer privacy
in three ways: it provides consumers a single place to make choices on
how their devices are linked together, clearly shares where their
choices take place and presents simple friendly information about how
Adobe brands use Device Co-op links to give them delightful and relevant
experiences.
Integration With Adobe Experience Cloud
New Device Co-op capabilities introduced today and deeper integrations
across Adobe Experience Cloud help give brands a clearer picture of each
customer’s journey. Adobe announced that Adobe Advertising Cloud
integrates Device Co-op functionality through the Adobe Cloud Platform
to give advertisers an independent alternative for more effective
targeting, attribution and measurement of advertising across devices.
Customer intelligence capabilities in Adobe Audience Manager give Device
Co-op members the ability to better segment and report using improved
person, household and device views. And marketers can then provide the
most relevant and engaging experiences across all customer touch points.
Helpful Links:
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Learn more about how to join Adobe Experience Cloud Device Co-op here.
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For more insight into the Adobe Analytics Cloud announcements, visit here.
About Adobe
Adobe is changing the world through digital experiences. For more
information, visit www.adobe.com.
© 2018 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.
Adobe
Ashley Levine, 415-832-4161
aslevine@adobe.com
Kevin Fu, 415-832-2266
kfu@adobe.com