Adobe Sees Sales Opportunity in the Death of the Browser Cookie
As browsers ban widely used tracking software, Adobe offers brands an updated product to target customers.
Adobe Inc. unveiled updated software to help brands target customers with advertising and offers, replacing third-party cookies that are being eliminated in the name of consumer privacy after tracking users across the internet for more than two decades.
A new version of Adobe’s Real-time Customer Data Platform is designed to use brands’ own data, rather than insight from third-party cookies, which are already blocked by several web browsers and are soon to be nixed by Google Chrome. The Adobe product introduced Tuesday will let clients ask consumers for permission to use their information, said Amit Ahuja, vice president, experience cloud products and strategy.