The Adobe Experience Cloud Device Co-op is a program that lets participants work together to better identify consumers across digital touch points while ensuring the highest level of privacy and transparency. The Experience Cloud Device Co-op empowers participating brands to recognize their consumers so they can deliver more personalized experiences across devices and apps at massive scale. The Device Co-op is a core service of the Adobe Experience Cloud. It is available to Adobe customers who use Analytics, Audience Manager, Media Optimizer, or Target.
The Device Co-op allows participants to provide their consumers with a better, more consistent content experience as they migrate across devices. It does this by establishing links between a group of devices used by unknown consumers. This technology helps marketers understand and respond to consumer behaviors across devices. The results provide more accurate website engagement metrics, more personalized content, and more targeted advertising experiences across search, display, and social. Participation in Adobe Experience Cloud Device Co-op helps our members improve:
In the Device Co-op, Adobe:
Is a data steward: Device Co-op members do not share data directly with each other. Instead, Adobe, acts as a broker to make device link data available to the co-op through the Device Graph. Device Co-op members get to work with this data through features in their enabled Experience Cloud solutions.
Believes in data fairness: Equitable data sharing is an important concept in the Device Co-op. All Device Co-op members receive value relative to what they contribute. If you’ve never interacted with an anonymous person through a site visit or ad impression, you won’t get any information about their devices in the Device Graph. The Device Co-op helps brands recognize familiar consumers using unfamiliar devices.
Supports privacy standards: Device Graph data does not include Personally Identifiable Information (PII). Excluding PII from the Device Graph helps Adobe uphold privacy standards and maintain the trust of co-op members and consumers alike.
Co-op members will give Adobe access to cryptographically hashed login IDs and HTTP header data, which fully hides a consumer’s identity. Adobe processes this data to create groups of devices (“device clusters”) used by an unknown person or household. Adobe will then surface these groups of devices through its digital marketing solutions, so Co-op members can measure, segment, target and advertise directly to individuals across all of their devices. All of this is possible without disclosing the user’s identity because the Device Co-op does not share personal data such as names, email addresses, phone numbers, or site visit data, etc. among its members.
These rules help address important privacy concerns commonly associated with cross-device technologies. In fact, with the Device Co-op, consumers will have privacy controls that exceed industry standards. The Device Co-op provides unprecedented transparency by giving consumers insights into participating brands, as well as all devices that are associated with the device currently being used. See The Device Graph: Internal Processes and Output section for more information.
Take a moment to review the membership requirements if you want participate or to learn more about the Device Co-op. Also, see Working with Device Co-op Data in Other Experience Cloud Solutions for a summary of how other Adobe products used this data.