'Neowin reports of Adobe's recent announcement of its new Marketing
Cloud Device Co-op initiative:
The announcement of the new solution for tracking customers across
devices was made at the Adobe Summit this week in Las Vegas to a
digital marketing conference. According to an Adobe blog post released
earlier this month citing Forrester, consumers are increasingly
accessing multiple devices before making a purchase decision -- an
average of 5.5 connected devices per person. This behavior creates a
challenge for retailers, who cannot easily target people in their
marketing campaigns, ultimately depending on Facebook or Google to
track people instead of devices. Both Facebook and Google are able to
do this job because of the massive amount of users logged into their
ecosystems regularly, so most retailers have been opting to use those
platforms as a way to reach potential customers. But Adobe's approach
is to provide a platform agnostic solution acting as a glue between
the world's biggest brands' own data management platforms.
In order for Device Co-op to work, each company that has joined the
initiative will provide Adobe with "cryptographically hashed login
IDs" and HTTP header data, which Adobe claims will completely hide the
customer's identity. This data will be used to create groups of
devices used by the same person or household, which will then be made
available to all the members of the initiative so they can target
people on different devices, instead of creating one customer profile
per device, as can be seen from the example given in the image above.
Until now, some 60 companies have joined the Adobe initiative,
including brands such as Subway, Sprint, NFL, Lenovo, Intel, Barnes &
Noble, and Subaru. Also, preliminary measurements made by Adobe
indicate that Device Co-op could link up to 1.2 billion devices
worldwide, based on the amount of accesses seen by current members.
But it is important to note that the initiative is currently
collecting data of U.S. and Canada users only.
Adobe is claiming the initiative will not disclose a user's identity
to its members, including any personal data, but, given the recent
Facebook and Cambridge Analytica scandal, many will be skeptical of
those claims. Thankfully, Adobe is allowing users to completely opt
out all of their devices from the services via this website.'
-- source: https://yro.slashdot.org/story/18/03/31/0059259
Dept. of Computer Science
University of Waikato, NZ
+64 (7) 858-5174