Enforce consent

Transcript

I’m Shelby Farmer, product manager for Adobe Experience Platform. Let’s take a look at how a fictitious sportswear brand called Luma is innovating their business through trust-focused tools. Luma faced three key challenges when they adopted ADobe’s capabilities. First, they need to unify multiple toolsets within Adobe. These workflows were also incredibly manual and led to a longer time to value. Lastly, they wanted a designated role of data steward to create policies around their consumers’ consent and preferences. So how do Luma use Experience Platform to solve these challenges? Let’s start with one of their priority use cases. Luma wants to run a campaign for its sports apparel shoppers and send out a personalized marketing campaign to re-engage them. Martha, their data steward knows that Luma uses OneTrust to collect customer consent and preference data and decides to build a policy around it. Thanks to the new integration between Platform and OneTrust CMP, it is very easy for Martha to configure automatic ingestion of consent and preference data into Platform. With the consent and preference data in RTCDP, Martha can set up a consent policy and configure a role that filters profiles who have consented to have their data used for personalization. First, she defines when she wants the data to be enforced by providing a marketing action for cross-site targeting. When she is ready to filter, she’s able to define what data should be filtered out by choosing a consent attribute for the profiles which have said yes to content personalization. Note that to do all of this work around consent, Martha is leveraging Platform’s data governance, labeling and policy abilities. These tools can be used not only for internal governance use cases but also for external consumer consent management. So there you have it. Martha has now defined a policy that the marketer is using cross-site targeting in Adobe tools, then filter for only profiles that have consented to content personalization. Now that the policy’s set, let’s see it in action.

Luma’s day-to-day marketer is now getting ready to activate segments for her retail campaign. She selects which segments she wants to map to her destination.

Then sets the schedule.

And then selects which identities on the attribute to include. Once she schedules the activation, RTCDP runs a policy check and informs her that her effective addressable audience has decreased due to the consent policies in place. She’s now able to understand why the policy has been triggered and is relieved to learn that it took into account the consent and preferences of Luma’s customers.

As you can see, these streamlined workflows will bring organizations together to solve the use case in a few seconds for what used to take a few days or weeks. The policy check experience will also extend to applications and use cases that are integrated with Platform, including Adobe during the optimizing. Now that you’ve seen these consent capabilities in action, I hope you are as excited as I am about the future of trust in Adobe. -