Introducing Adobe Experience Platform Destination SDK

Transcript

I’m your speaker, Terry Chen. I’m a principal product manager for Adobe Experience Platform, working on destinations and audience and data integrations with ecosystem partners. And it’s really here at Adobe Developers Live and sharing our latest framework on destinations. So I assume that in the audience, you are either an Adobe Experience Platform customer or you’re from a partner of Adobe, trying to learn how you can grow your business with Adobe. You’re already part of our ecosystem or you’re from, I would say, a system integrator or an agency trying to support customers using Adobe Experience Platform. But regardless of where you’re from, destination SDK is for you. So up until this point for Adobe Experience Platform and for real-time CDP customers, they can use the productized integrations that Adobe has built in our destination catalog. But with destination SDK, we are opening up this destination configuration framework. So it allows customers and partners to build branded productized destinations on Adobe Experience Platform to deliver profile to a third-party system. What does this mean for you and for your business? So first of all, destination SDK is extensible. It allows, as I said, partners to directly work with Adobe Experience Platform on behalf of mutual customers. So if you are an ISV vendor, you can bring your own integration to AEP to allow our customers to use a productized integration to send profile data to your platform. So that’s number one. Number two, it is flexible. Also for both AEP activation and real-time CDP customers, you can work with the partners or the vendors of your choice for them to implement destination SDK and to bring their integrations to AEP so that you can curate your own destination roadmap by having your partners to work directly with AEP. If you are an AEP activation customer, you also have access to destination SDK yourselves so that you can build private custom connections with a third-party system or with your in-house system. So you can, to allow data to be sent to a third-party or to your in-house system for you. And finally, this is, destination SDK is simple. As you will see in the upcoming slides, developers have literally make, have to only literally make three API calls to create a new destination. So this speaks to the faster time to value for the marketers in your organizations or the marketers in your client’s organization to be able to work with the necessary destinations as soon as possible. As you can see here on the right, this is an illustration of the product and how it works in Adobe Experience Platform. So as a partner developer or a developer working with one of our customers, one of our AEP activation customers, you will be able to get access to destination SDK and configure a new destination template. A destination template is the place for the entity to have integrations, the destination configurations, the authentication configuration, audience metadata, and profile data configuration all together. And once you configured a new destination, it will be stored in Adobe Experience Platform destination service and a branded card will be displayed and published into your customer’s destination catalog so that they can use the destination card to expedite their destinations setup with the pre-configured parameters in your configurations and to be able to connect to your platform and be able to send AEP data to your platform. So just to summarize the use cases here, as an Adobe partner, you’ll be able to create and maintain a destination in AEP to meet the activation requirements of your customers or your clients at a fast pace. If you are an AEP activation customer, you could also, as I said, get access to destination SDK to customize the integrations to meet your unique activation needs by building custom destination integrations. So maybe you’re working with a niche player in a category that doesn’t have a productized integration today. You can either work with that partner to bring their integrations to AEP or you can build a private connection that connects to their endpoint. Also just to summarize the benefits for ISVs, so this is the answer for your customer demand when they want to use AEP to system that spans your usage and adoption with new data sources for AEP or real-time customer data platform of your customers. Customers will be able to use AEP and real-time CDP to collect data from various data sources and you’ll be able to have a source for your use cases in your platform. So this expands your adoption or the data types that will be ingested into your platform. And finally, this gives you a gateway to grow your business through the Adobe ecosystem by adopting and implementing destination SDK and also by joining the Adobe Exchange program. If you are an AEP activation customer and SI is working with one of our AEP activation customers, this gives you an opportunity to customize destinations based on their needs and their use cases. This also gives you an opportunity to add custom destination building as part of your service offerings. Or if you’re an AEP activation customer, this also gives you an opportunity to tailor your activation to your in-house or homegrown systems. And also you can start creating a new offering based on the ongoing destination needs for our mutual customers. Also with Destination SDK, there were a few destinations that are now generally available launching through Destination SDK and this was as of August, 2020 for. So these are the partners that we’ve worked with and for them to bring their integrations and their destinations to AEP for our mutual customers. So getting into the Destination SDK prerequisites here. So first of all, as I said, for customers, they need to be licensed to Adobe Experience Platform activation. For real-time CDP customers, they don’t get access to Destination SDK itself. So for real-time CDP customers, they need to be able to access the destination SDK itself. All the productized integrations that are billed by other partners of AEP, they do have access to those productized integrations billed by our ISV ecosystem partners. For if you are an ISV and an ecosystem partner of Adobe, as long as you are a member of the Adobe Exchange Partner Program, you can request to get access to Destination SDK so that you can start building your own integration and bringing your integration to Adobe Experience Platform. If you are an SI partner of ours, as long as you are a gold or a platinum level partner in the Solution Partner Program, you do have access to AEP sandbox so that you can build your own integrations with Destination SDK. Adobe Experience Platform sandbox, as I mentioned, is required to use Destination SDK. So you can, if you’re a customer, you already have sandbox’s provision. If you’re a partner, you can request to have a sandbox provision for you. And finally, from a technical standpoint, a REST API endpoint is needed for the data to be delivered to as part of the Destination SDK. So all of the integrations filled with Destination SDK up until this point is built on a streaming architecture, which means that the data will be streamed to a REST API endpoint. And so if you are building, if you’re implementing Destination SDK, make sure the data, the platform that you send data to has a REST API endpoint that supports either OAuth 2.0 or basic authentication. So you may wonder if I can only drop a file in a cloud storage and have the downstream destination to pick up the file and process the data. File-based destination in Destination SDK will be added in the future. And currently the timeline is this year, but as, yeah, so this is subject to change, but this will be added in the future. So in addition to a REST API endpoint, as long as your system or a third-party endpoint support file-based ingestion, you can also use Destination SDK to build a branded productized integration in AEP. Also just a quick mention of the Adobe Exchange Program. This, as I mentioned, this is the gateway for you. If you’re an ISV partner, this is a gateway for you to work with Adobe and to grow your business with Adobe by becoming a member of the Adobe Exchange Program. There are different partner tiers where you can find out more about the different partner tiers in the link below here, but this is a requirement for you to get access to Destination SDK. So if you’re an ISV, we strongly encourage you to explore the Adobe Exchange Program and also to implement Destination SDK so that you can get access to customers’ AEP data on the behalf of our mutual customers. So just to summarize the Destination SDK and also to answer a few commonly asked questions. So first of all, as I mentioned, is the Destination SDK available to both real-time CDP and AEP activation customers? Real-time CDB customers can request destinations through their ISVs while they don’t have access to the Destination SDK themselves to customize integrations. They do have the influence, and they can work with their ISV partners to bring integrations to AEP as a productized integration. For AEP activation customers and for the partners that I mentioned in the previous slide where you’re eligible for an AEP sandbox, you do have the cell service access to the SDK so that you can either build a private custom integration for your organization, or you can build a public integration that all the AEP and real-time CDB customers can leverage. So also does this release cover both real-time and batch integrations? As I mentioned, real-time API-based integration is the only integration pattern for now. Batch file-based destination pattern will be added in the future. Are destinations approved by Adobe prior to becoming publicly available? All new destinations will have to be reviewed and approved by Adobe, and I will cover the processes shortly in one of the next slides. Do customers pay an additional fee or need additional subscription to leverage Destination SDK? If you are an AEP activation customer, the answer is no. This is an included feature for AEP activation customers. If you are a real-time CDB customer, you can expect more destinations to be built this way coming up in the future. Okay, so having mentioned sort of at a high level what Destination SDK is, let’s do a quick product walkthrough. So I can show you the processes of configuring a new destination. As I said, the Destination SDK is a suite of APIs for you to post your destination configurations and have them stored in Adobe Experience Platform so our mutual customers can use these preconfigured branded integrations to speed up their setup process in AEP. So there are four different stages here for a partner or a customer developer to consider. The first part is to configure a new destination. As I said, it only takes three APIs to configure a new destination and to store your configurations in Adobe Experience Platform. Once you store these configurations, you could see a new branded destination card in your sandbox and you can use the testing API to validate your configurations before, excuse me, and you can iterate on your configurations and make a few tweaks before you get the destination ready before you submit to Adobe for review. So Destination SDK not only comes with the APIs to configure a destination, it also comes with testing API for you to validate your configurations. And the next step, the documentation step is only relevant for an ISV partner. If you want to publish a destination across all the Adobe Experience Platform customers, we also have a way for you to draft your integration documentation and have it hosted in Adobe Experience League. So our mutual customers can refer to the integration document either to set up their integration or to know or to capture what they should know for the integration. So there’s also a documentation process where you can use a GitHub to post your documentation draft and create a poll request for the document to be reviewed by Adobe and published by Adobe. And finally, once you get your configurations created and tested and you have your documents completed, you can submit the destination for Adobe’s review by using a submit destination API illustrated in this last step. So alongside with the API submission, you also have to send your testing results, your use case description, and as part of the Adobe Exchange Program, also to submit the exchange listing, and finally the documentation poll request all together to Adobe. And after our review, if the destination is approved and all of the documentation as well as the destination itself will be published by Adobe. So this is at a high level what the process will look like. In terms of the actual API, it actually mirrors our customer workflows in Adobe Experience Platform. For our customers to set up the destination, they have to first create a destination account to authenticate with the endpoint. Then they have to choose the segment that they wanna activate and also map the identities and the profiles attributes to be used in that destination. So what Destination SDK allows you is to pre-configure those steps to basically simplify our customer setup. As you could see here in the destination catalog, each new destination will be represented as the destination cart. And configure those that are gonna be displayed in the UI with Destination SDK. If you wanna name your destination a test destination, you could do that. If you wanna include any descriptions or any of the logos of your company, you could also do that as well. The next part is the authentication. So also we include the authentication endpoint of your platform by configuring and storing that endpoint and also the supported authentication mechanism with the SDK. So simply for our customers, it’s a simple click and connect and put in the required credentials to authenticate with your platform. And then if there are additional fields that our customers will have to provide for things like account ID, for example, you can also use Destination SDK to customize your destination configs and store additional customer fields which will be displayed in the UI for our customers to put in. And for identities, so you can also specify the types of identities that you support. In this example, if you support mobile IDs, hashed phone numbers and hashed email addresses and you can do that by simply putting the target schema in the Destination SDK. And if you want the Destination SDK to initialize a segment transfer for you by creating things like a shell segment in your platform, you can also use Destination SDK to do that by creating the segment mapping metadata with the audience configuration. If you, and also in the last slide, I also mentioned the target identities and the target attributes for our customers to map to your target schema. So you can also include what the target schema looks like and what the API transformation would look like for AEP to transform from Adobe Experience Platform Experience Data Model to your payload schema. And finally, and what you have to do is to put this together by destination object so that all of this is stored in Adobe Experience Platform. And there are some additional configs that you could do with destination servers and audience templates here to make sure that for more advanced integrations. So if you do wanna learn more about Destination SDK from a technical standpoint, there’s a Destination SDK hackathon that is happening tomorrow as part of the Adobe Developers Live Conference. So it’s gonna be 9.30 in the morning Pacific and 12.30 in the afternoon Eastern. And so it’s a two hour session where you will get hands-on access to Destination SDK and create your first destination in Adobe Experience Platform. So if you wanna get hands-on access to Destination SDK, make sure you tune in and be prepared to be hands-on tomorrow and hackathon with us. So just a quick wrap up of Destination SDK. There are a lot of configurations that I didn’t touch on today as part of this presentation. So make sure you visit our product documentation. You can simply do that by just Googling Adobe Experience Platform Destination SDK where you can find links to our product documentation to learn more about it. And the documentation is hosted in the Adobe Experience Lake. If you are an SI partner or if you’re an AEP customer yourself, you can also evangelize Destination SDK and start to think about what you could do with Destination SDK to customize integrations for your own organization or for your clients. If you are an AEP activation customer, I’m sorry, if you are a real-time CDP customer or if you are an ISV vendor, also to just be aware that you can work with your ISV partners to build Destination SDK. So as a real-time CDP customer, you can also build a Destination SDK pipeline and list out the partners that you wanna work with and make sure they know that they can bring their integrations to Adobe Experience Platform by using Destination SDK. And the conversation doesn’t just stop here for Destination SDK or any other Adobe Experience cloud products or Adobe products. Make sure you visit Adobe Experience Lake to get access to Adobe Dev Live sessions or tap yourself into a series of documentation and tutorials and also to connect with Adobe product experts to support your needs. So with that, I think we’re almost at time, but let me see if there are any questions in the chat. Questions, yeah, feel free to raise them in the session Q&A. So Robert, so question is, does the destination define a connection for both streams? So the destination only defines the egress data streams out of AEP. So this is your way to essentially take data out of AEP on behalf of your customers. So regarding the mapping data fields of the destination, there is ETL capability. So you could describe how data should be mapped from Adobe customer schema to a third party API payload. So in our hackathon tomorrow, there will be in-depth tutorials and discussions around how to do that for the API, the schema transformation capability. Yeah, but Destination SDK does come with ETL or transformation capability. So I hope this session is helpful for you to understand new Adobe Experience Platform product capabilities and understand how you may benefit from AEP Destination SDK. And thanks a lot, appreciate your time and hope you have a good day.