How Adobe and Salesforce are preparing their marketing platforms for new cookie rules

Alex Sword

Alex Sword

Editor

The Financial Services Forum

The withdrawal of support for third-party cookies by some of the biggest names in tech will force marketers to think differently about how they personalise adverts for customers.

As we have covered elsewhere, from January Google will phase out support for third party cookies in its Chrome browser. This follows the same change occurring in Apple’s Safari browser and Mozilla Firefox.

Adobe and Salesforce have both recently added new capabilities which will fill some of these gaps.

 

Adobe

Adobe last week added several new capabilities to Adobe Experience Cloud.

  • Segment Match: This helps brands to improve and expand their first-party data sets through partnerships.

Two companies with overlapping customers can share non-sensitive data about, for example, the purchasing preferences of a subset of customers so that they can both target that segment more effectively.  The data can only be referenced by the tool if permitted by the customers involved.

  • Enhanced Insights: Some of Adobe’s main analytics capabilities have been added to the Adobe Experience Platform. Details about customers will be provided to companies regularly, allowing them to understand audience growth trends and which channels are driving the most engagement.
  • Journey Optimiser: This helps companies design personalised messages and promotions based on real-time customer data. It encompasses behavioural and transactional data with machine learning.

The solution includes a lightweight version of Adobe’s Experience Manager Assets, which provides a simplified user experience for storing, discovering and distribute digital assets. This is integrated with Adobe Creative Cloud applications to allow teams to work in their preferred environment, while AI tool Adobe Sensei makes asset search and discovery more intuitive and simple.

 

Salesforce

In May, Salesforce upgraded its customer data platform with the Interaction Studio and Loyalty Management. The former analyses brand interactions across multiple channels, and uses the user’s context to design and send a message, product offer or content recommendation.

Loyalty Management offers real-time audience segmentation of customers on the basis of membership status, loyalty tier and their loyalty points balance.

The platform has also added Datorama Reports for Marketing Cloud, which offers reports on how different channels such as email and mobile are performing.

Salesforce has also added integrations with popular apps Snapchat and WhatsApp. The Snapchat Audience Match feature, allows advertisers to match their first-party data stored in Salesforce to find and engage with personalised audiences in Snapchat. The WhatsApp Integration allows marketers to communicate directly with customers and make use of keyword detection and transactional messages.

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