Event forwarding overview

Hi, I’m Rudy Shumpert senior evangelist experience - cloud and platform team. And today I want to - provide you an introduction to Adobe experience - platform launch server side. As with any good story, it’s - good to know how we got there. So, from the beginning of - our tag management offerings all the way back to DTM and launch, we always looked at data collection from an experience driven event mindset. What that means was there - was three main items. What event is happening? What is the user doing when your site that you’re interested enough - to track them start with? The second is the data. What data is available - that describes it that event that you’re - interested in just took place. And finally, what tag or - end point or destination needs to be notified of this event? And so everything we’ve - done since the beginning of working with tag management at Adobe has been from that - experience event-driven focus helping you to identify the event, organize and structure that data, and then be able to distribute it out to the different tags and endpoints. And so, we’ve always had - this one, too many mindsets. We worked on that throughout - the entire process. So within, in legacy - tag management systems, and I include DTM in this grouping of legacy tag management system there were a few issues, primarily redundant and - conflicting code basis. So if you think about a tag management at its base form as a container, you have all of the code of the - tag management system itself and then you have the - complete code libraries of every tag and tool that - you’re implementing in that. And so, you get a giant - stack of all of this code inside of the tag management system. And so, this is one of the primary issues in legacy tag management system. We made a huge step - forward with Adobe launch, and we introduced modular shared models in a modular framework. What we did was when we built Adobe launch we realized is that all - of the event detection that we had an Adobe launch, it was very similar to a - lot of the event detection in some of our native solutions and other marketing - tech solutions as well. So, we opened up those modules. And so, when you have - Adobe launch on the page and you add in the - Adobe Analytics library, you’re not adding in the entire library. You’re only adding in the missing pieces. And that is that technical - ability is possible for all the other tools - and tags that you work with not just Adobe solutions, if the other vendors are willing - to use the shared modules. But what that left us with, we’re still a distributed - data collection approach. And what I mean by distributed - data collection is, when you have your website - or your mobile application, not only do you have - different tag libraries or tracking libraries like at measurement or the target libraries - or the platform code or any other third-party code, - separate libraries firing, they’re all sending the data - and having communication with separate data collection end points. And so, you’ve got disparate or - multiple collection libraries and you’ve also have - multiple different endpoints and you know, concurrent or - duplicate calls going out across the internet to send all that data. Which brings us to what we’ve - done with launch server side as well as the Adobe - experience edge network. It’s more of a unified - data collection approach. So, the web SDK, here on the left side, is now the Adobe - Experience Platform web SDK is our new unified data collection. And what this enables - you to do, is enable you to not only unify all of - the tracking libraries from the Adobe solutions, - it also will allow you to through utilizing the - experience edge network, allowed it to have a - single client side rule, a single client side call - for each business use case. So instead of like on - a global page load rule having multiple calls go off to Adobe and multiple other - third-party solutions as well, if one call that goes to Adobe, to the Adobe experience edge network, and from there on the experience edge, you can configure it to - send the data to any or all of the Adobe solutions that you leverage. The WRX platform, or any of - the other analytics marketing or advertising cloud - solution that you’re using. But what server side brings to the table is the section here in the center. It allows you to now - distribute that data out to non Adobe destinations. This is really exciting. So all of those third-party tags that you have running on your site for all those various - different marketing pixels and confirmation pixels, and all the things that show - up in your browser debugger when you’re looking at how many marketing - tasks you’re running, all of those can be removed - from running on the client side and be placed into launch server side. So, this is a big step forward - for being able to fine tune and make sure that your website is running as efficiently as possible by removing all of those - redundant third-party calls. Now, how do you get access - to launch server side? Well, it’s really simple. You just need to start the conversations with your Adobe account team, and they can walk you - through the contract process to add this to your - existing Adobe contract. There is no charge for using - the Adobe Experience Platform web SDK to unify all of - your Adobe data collection, but there is a set of fees related to being able to - distribute that data out to non Adobe destination, but again, work with your Adobe account team for specific pricing information. Thank you for taking the time to walk through this introduction of Adobe launch server side. Thank you. - -