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Adobe Real-Time CDP Monthly Global Releases February 2024

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Adobe Real-Time CDP Monthly Global Releases February 2024

Here is a summary of the Real-Time CDP product releases.  Click on the many Experience League documentation links of each feature or review the release notes: Adobe Experience Platform Release Notes (updates coincide with monthly release).

 

-B2B Account-based engagementAvailable for all Real-Time CDP B2B and B2P customers.in Prime and Ultimate.

Creating and activating account audiences is a core part of B2B marketing and “account-based marketing” (“ABM”).

Here are some example use-cases:

  • Fill buying-group gaps – use advertising on LinkedIn to target critical decision-makers at companies with open opportunities but where those decision-makers are not contacts by building a segment of accounts with open opportunities but were there are no contacts with the title CMO or COO. 
  • Upsell / cross-sell – cross-sell by advertising the benefits of using 2 products together to companies who bought one of the products between 3 and 9 months ago but who do not own the other product. 
  • Competitive marketing – advertise to companies who own competitive products but where you don’t know any of the people by creating segments leveraging 3rd party account data to show ownership of competing products. 
  • Creating account audiences is like authoring B2B customer audiences, and audience authors can use data from any of the B2B entities in the system. More details available in this help topic. 
  • Account audiences can be activated to destinations that can accept lists of companies, including LinkedIn and cloud storage destinations. More account destinations are under construction and will be available in coming months. More details available in help here. 

 

-Sandbox tooling enhancements Available for all Real-Time CDP customers in all tiers and editions.

Sandbox tooling allows for the seamless export and import of objects configurations (metadata) between sandboxes.

Use Cases unlocked:

Partial Sandbox Copy along with following enhancements: 

  • Support new object type for custom Consent and Governance policies export/import
  • Enable multi entity audience with custom class
    • Enable import of segments with support for custom classes.
    • Ensure recognition and handling of multi-entity segments during imports.
  • Union Profile Setting Flexibility:

Allow users to toggle union profile settings on schemas during import.

  • Intelligently detect default merge policy when importing audiences to the target sandbox- let the system do the work for users.
    • Utilize existing merge policies as a default import behavior.
    • Implement checks to prevent the creation of unnecessary merge policies, promoting reusability and minimizing the impact on other modules.
  • Reduced Import Failures with actionable error message for missing fields
    • Pre-flight checks to validate missing attributes in the target sandbox.
    • Surface relevant schemas in the source sandbox before segment import. 
  • Enhanced UI for Better Experience:
    • Update the user interface to align with Adobe guidelines and promote adoption.
    • Prioritize user feedback to improve overall usability and adherence to design standards.

 

-Support for Google requirements for EU consent policies  - Available for all Real-Time CDP customers in all tiers and editions.

Updates to Google Destinations to support Google’s changes to the Google Ads APICustomer Match, and the Display & Video 360 API for consent-related requirements defined under the Digital Markets Act (DMA) in the European Union (EU User Consent Policy), going into effect on March 6, 2024.

 

Destination workflow Improvements - Available for all Real-Time CDP customers in all tiers and editions.

User experience improvements to reduce manual inputs and optimize audience activation processes.

 

Mapping Field Drag & Drop

Customers can now easily add fields and move them to the desired column position. Effectively, the introduction of this workflow enhancement removes the end-user task of rebuilding the entire mapping when new fields need to be added. 

 

Default Scheduling Options

Based on historical usage patterns, introducing a new default schedule (e.g., daily frequency, full files, present-day start, 7-day duration) as pre-selected criteria. These default conditions significantly reduces the number of end-user clicks needed to create this audience activation requirement.

 

Bulk Edit Schedule on Details Page

Bulk edit capabilities have been added to the Activation Data page by enabling checkboxes which allows for multi-select audience functionality for end-users, and then the ability to edit schedules for all Audiences.   

 

Bulk Export 'File Now' on Details Page

Bulk edit capabilities have been added to the Activation Data page by enabling checkboxes which allows for multi-select audience functionality for end-users, and then the ability to export each of the files with a single click.  

 

-New and updated destination connectors - Available for all Real-Time CDP customers in all tiers and editions.

PubMatic

Send audiences from Real-Time CDP to PubMatic Connect to target users on mobile, web and CTV platforms using device or custom user IDs.

 

Gainsight PX

Personalize in-app engagements with Gainsight PX by using audiences built in Real-Time CDP.

 

MailChimp Tags

Label contacts in MailChimp with audiences built in Real-Time CDP for email marketing campaigns.

 

SAP Commerce

Enrich customer details in SAP Commerce (fka. Hybris) with Real-Time CDP audiences to personalize commerce experience.

 

-New partner data and identity source connectors - Available for all Real-Time CDP customers in all tiers and editions.

Use productized connectors to easily ingest, segment, and activate prospect audiences from Acxiom and enrichment datasets from Merkury.

  1. Experience League Documentation for Acxiom
  2. Documentation for Merkury Enterprise Identity

Use Case:

As a data engineer, I want to ingest data from the Acxiom & Merkury source connectors to prospect and enhance first-party profiles for better segmentation, suppression, and personalized activation.

 

Click on the many Experience League documentation links of each feature or review the release notes: Adobe Experience Platform Release Notes (updates coincide with monthly release).

Congrats to our Engineering and Product Management teams on these newest features!

 

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