The Commerce Desk and Adobe Expertise Cloud introduced a partnership on Thursday to sync emails saved within the Adobe CDP product with The Commerce Desk, which converts the emails into Unified ID 2.0 (UID2) IDs that may be traded programmatically.
Advertisers and publishers have moved away from DMPs and different cookie-based promoting ID options in favor of buyer knowledge platforms (CDPs) and different knowledge providers to retailer first-party knowledge, stated Ben Sylvan, The Commerce Desk’s GM of information and retail partnerships.
“As advertisers shift their focus to CDPs and different tech to host their CRM knowledge, it’s actually vital to proceed to convey that knowledge into The Commerce Desk,” he stated.
In a lot the identical vein as what’s taking place with the Adobe CDP now, the UID2 program added Snowflake as an integration associate final 12 months, going straight to the model’s first-party knowledge service.
The Adobe CDP integrates with different advert tech firms and identification providers in order that audiences constructed by advertisers utilizing the CDP will be activated elsewhere. However that is the primary event the place e-mail knowledge is being transferred to an outdoor programmatic ID, stated Sahil Gupta, director of enterprise improvement for the Adobe Expertise Cloud, which homes Adobe’s CDP product.
Talks between Adobe and The Commerce Desk started a 12 months in the past, Gupta stated, nevertheless it took months to finalize how the switch of information and conversion to IDs would work. In different phrases, the duo wanted to contemplate shopper privateness requirements. The 2 firms are nonetheless engaged on a product that will feed outcomes from campaigns utilizing these IDs again to Adobe for analytics and optimization.
If an Adobe consumer requests that the non-public info of its buyer be deleted, for instance, or revokes consent to make use of the information for promoting functions, Adobe wants to have the ability to reel these requests again all through the UID2 system in addition to The Commerce Desk itself. Though it’s backed by The Commerce Desk, UID2 is now a standalone open-source group whose code is hosted by The IAB Tech Lab.
Regardless, the e-mail knowledge is now an advert ID.
“What we’re bringing collectively by way of making first-party knowledge that isn’t backed by cookies accessible for scaling in a programmatic channel seems like charting a brand new course,” Gupta stated.
It’s akin, he stated, to how Google and Fb have excelled by backing their advert IDs with e-mail knowledge and profitable CRM onboarding providers (Google Buyer Match and Fb Customized Audiences, respectively).
The Commerce Desk is the closest to matching that scale throughout the open internet on the purchase facet, Gupta stated. And scaling a buy-side service, particularly in CTV the place e-mail knowledge is a “sturdy identification spine” since there aren’t cookies, is not any simple feat, he stated.
The Adobe CDP and The Commerce Desk additionally share many purchasers, Gupta stated, “and The Commerce Desk is the place we’ve seen these people preparing for this new world.”
In idea, one other DSP that integrates with UID2 and has constructed its personal instrument to transform Adobe CDP emails to UID2 IDs may additionally faucet into the Adobe knowledge set, Sylvan stated. Nonetheless, he stated The Commerce Desk is the primary activation channel for CTV working with Adobe CDP emails, outdoors of Adobe inside in its personal platform.
“Advertisers’ first-party knowledge is essentially the most beneficial knowledge set,” Sylvan stated. “That knowledge is primarily saved now in numerous cloud databases, whether or not that’s CDPs or clear rooms, and we wish to proceed to interrupt these silos and create harmonized advertising campaigns.”
