Integrate with IAB’s Transparency & Consent Framework 2.0

Hi, everyone. In this video, we will be showing you how Adobe helps brands capture and honor their consumer consent, as they engage on their digital properties. Through the support of IAB’s Transparency and Consent Framework 2.0, brands gain greater flexibility over how they can engage with their consumers, while providing them with increased control on their consent to do so. Let’s see how this is done using Luma, an athletic apparel company.

Luma has the objective to increase its conversion rate on its equipment apparel, and is using Adobe Real-Time CDP as an activation platform and Google’s Ad network to retarget any of their online visitors who started browsing these products, but didn’t purchase yet.

As they land on the Luma website, visitors are asked for their consent to allow the brand to reengage with them through offsite targeting.

Sarah Rose, an existing Luma customer, provides her consent, while another visitor, Stephen Shaw doesn’t provide his consent and turn targeting off. At this time, both consent decisions are collected in Adobe Real-Time CDP. As both as Sarah and Stephen, leave the website without buying any of Luma’s equipment products, the brand will reengage with them through a display ad campaign. However, Adobe Real-Time CDP will make sure to automatically honor consumer’s consent and help Luma run an equipment ad for Sarah Rose, who consented and exclude Steven Shaw, who did not consent. Now let’s go behind the scenes and see how we got to this point. Here we are in the UI. One of the core capabilities is the real time customer profile or data is brought together from disparate sources into a single unified customer profile. This view shows Sarah Rose’s profile. In addition to online, offline, real time, Adobe and non Adobe generated data, the consent she provided earlier has also been collected and is now part of her unified profile.

The same goes for Stephen Shaw. This information is critical in providing consumers with control over how they choose to be engaged by the brand. As the objective of Luma is to increase its conversion rate on its equipment products, the brand has created a segment of consumers who recently showed interest on these products, but didn’t buy. Through Adobe Real-Time CDP, this segment is then activated using one of many out of the box destinations. As Luma chooses Google Ads as a destination, and sends the segment to Google, Adobe Real-Time CDP automatically checks all consumers consent for this segment and excludes anyone who didn’t provide consent. Luma is now ready to retarget its consumers and increase its conversion rate.

With Adobe’s Real-Time CDP support for the Transparency and Consent Framework 2.0 brands are able to meet their consent obligations while providing consumers with control over the data and advertising experience from the brands they trust. -