Adobe Summit 2024, AEP Lab | [L516] Leveraging Partner Data for Full-Funnel Marketing

Session Details

Thousands of organizations have invested in CDPs in the past few years with the primary objective of effectively capturing a company’s authenticated first-party data from its own channels for activation. First-party identifiers are set to become even more valuable as cookies (finally) go away. But what about all the marketing use cases where you’re going after net-new or anonymized individuals or where you need help identifying new audiences and understanding these new targets?
In this lab, learn how to:

• Leverage cookieless identifiers and hashed PII from vendors to reach net-new customers and reduce third-party cookie dependency
• Self-serve segmentation, audience curation, and native activation for prospective and known customers in a single system
• Govern partner data and profiles with patented data usage, labeling, access controls, and more to market responsibly

Session Schedule

        Wednesday, Mar 27 | 1:30 PM - 3:00 PM PDT

Speaker(s)

        Chris Kayes, Principal Product Manager, Adobe

        Anshuman Nangia, Principal Product Manager, Adobe

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