Adobe Advertising Support for the California Consumer Privacy Act: Consumer Data Access and Delete Support

Last update: March 7, 2025

CREATED FOR:

  • User
  • Developer

For Adobe Advertising Search, Social, & Commerce; Adobe Advertising DSP; Adobe Advertising Creative; and Adobe Advertising DCO

IMPORTANT
The contents of this document are not legal advice and are not meant to substitute for legal advice. Consult with your legal counsel for advice concerning the California Consumer Privacy Act.

The California Consumer Privacy Act (CCPA) is California’s new privacy law, which is effective January 1, 2020. CCPA provides California residents new rights regarding their personal information and imposes data protection responsibilities on certain entities who conduct business in California. CCPA provides consumers with the right to access and delete their personal information as well as the right to opt out of certain activities that qualify as “selling” personal information to a third party.

As a business, you will determine the personal data that Adobe Experience Cloud processes and stores on your behalf.

As your service provider, Adobe Advertising provides support for your business to fulfill its obligations under CCPA that are applicable to the use of Adobe Advertising products and services, including managing requests to access and delete personal information and managing requests to opt out of the sale of personal information.

This document describes how Advertising Search, Social, & Commerce; Advertising Creative; Advertising DSP (Demand Side Platform); and Advertising DCO — as service providers — support consumers’ rights to access and delete personal information using the Adobe Experience Platform Privacy Service API and Privacy Service UI.

For information about how Advertising DSP supports the consumer right to opt-out of the sale of personal information, see Adobe Advertising Support for the California Consumer Privacy Act: Consumer Opt-out Support.

For more information about the Adobe Privacy services for CCPA, see the Adobe Privacy Center.

Supported Data Request Types for Adobe Advertising

Adobe Experience Platform provides the ability for businesses to complete the following tasks:

  • Access a consumer’s cookie-level data or device ID-level data (for ads in mobile apps) within Search, Social, & Commerce, Creative, DSP, or DCO.
  • Delete cookie-level data stored within Search, Social, & Commerce, Creative, DSP, or DCO for consumers using a browser; or delete ID-level data stored within DSP for consumers using apps on mobile devices.
  • Check the status of one or all existing requests.

Required Setup to Send Requests for Adobe Advertising

To make requests to access and delete consumer personal information from Adobe Advertising, you must:

  1. Deploy a JavaScript library to retrieve and remove your customer’s cookies. The same library, AdobePrivacy.js, is used for all Adobe Experience Cloud solutions.

    IMPORTANT
    Requests to some Experience Cloud solutions don’t require the JavaScript library, but requests to Adobe Advertising require it.

    You should deploy the library on the webpage from which your customers can submit access and delete requests, such as your company’s privacy portal. The library helps you retrieve Adobe cookies (namespace ID: gsurferID) so that you can submit these identities as part of access and delete requests via the Adobe Experience Platform Privacy Service API.

    When the customer asks to delete personal data, the library also deletes the customer’s cookie from the customer’s browser.

    NOTE
    Deleting personal data is different than opting out, which stops the targeting of an end user with audience segments. However, when a consumer asks to delete personal data from Creative, DSP, or DCO, the library also sends a request to Adobe Advertising to opt out the customer from segment targeting. For advertisers with Search, Social, & Commerce, we recommend that you provide your customers a link to https://www.adobe.com/privacy/opt-out.html#customeruse, which explains how to opt out of audience segment targeting.

  2. Identify your Experience Cloud organization ID and make sure that it’s linked to your Adobe Advertising accounts.

    An Experience Cloud organization ID is a 24-character alphanumeric string appended with “@AdobeOrg.” Most Experience Cloud customers have been assigned an organization ID. If your marketing team or internal Adobe system administrator doesn’t know your organization ID, or isn’t sure if it’s been provisioned, then contact your Adobe Account Team. You’ll need the organization ID to submit requests to the Privacy API using the imsOrgID namespace.

    IMPORTANT
    Contact your company’s Adobe Advertising representative to confirm that all of your organization’s Adobe Advertising accounts — including DSP accounts or advertisers, Search, Social, & Commerce accounts, and Creative or DCO accounts — are linked to your Experience Cloud organization ID.

  3. Use either the Adobe Experience Platform Privacy Service API (for automated requests) or the Privacy Service UI (for ad-hoc requests) to submit requests to access and delete personal information to Adobe Advertising on behalf of consumers, and to check the status of existing requests.

    For advertisers who have a mobile app to interact with customers and launch campaigns with DSP, you must download the Privacy-ready Mobile SDKs for Experience Cloud. The Mobile SDKs allow businesses to set opt-out status flags, retrieve the consumer’s device ID (namespace ID: deviceID), and submit requests to the Privacy Service API. Your mobile app will require an SDK Version 4.15.0 or greater.

    When you submit a consumer access request, the Privacy Service API returns a consumer’s information based on the specified cookie or device ID, which you then must return to the consumer.

    When you submit a consumer delete request, the cookie ID or device ID and all cost, click, and revenue data associated with the cookie are deleted from the server.

    NOTE
    If your business has multiple Experience Cloud organization IDs, then you must send separate API requests for each. You can, however make one API request to multiple Adobe Advertising sub-solutions (Search, Social, & Commerce, Creative, DSP, and DCO), with one account per sub-solution.

All steps are necessary to receive support from Adobe Advertising. For more information about these and other related tasks you need to perform using the Adobe Experience Platform Privacy Service, and where to find the necessary items, see https://experienceleague.adobe.com/docs/experience-platform/privacy/home.html.