Adobe Advertising provides security and privacy controls to help advertiser customers comply with the following consumer privacy laws:
The General Data Protection Regulation (GDPR)
The California Consumer Privacy Act (CCPA)
What’s New
The following features are new or recently changed.
Date
Feature
Description
For More Information
Released 10 March 2025
Privacy
(Advertising DSP only) With Adobe’s partnership with the Digital Advertising Alliance (DAA), Advertising DSP end users can now opt out of all behavioral targeting that relies on hashed email addresses from “Adobe Marketing Cloud - Advertising Services” (a legacy name for Adobe Experience Cloud that includes DSP + Audience Manager cookies). Previously, DSP supported only cookie-based opt-outs.
When an end user opts out of behavioral targeting, DSP captures the end user’s cookie, mobile ID, or hashed email address (which DSP may associate with a Unified ID 2.0 (UID2.0) ID or a LiveRamp RampID). DSP then excludes behavioral targeting for ad impressions to that end user as long as the end user retains their opt-out cookie, which lasts for five years.
