Observed Signal · Apr 3, 2024 · Partnership · Source: OnlineMarketing.de · Impact: 3/5 · Sentiment: Positive
OneTrust & Adobe Partner for Personalization and Privacy
OneTrust announced a comprehensive partnership with Adobe to embed OneTrust’s Universal Consent and Preference Management (UCPM) capabilities into Adobe’s Real-Time Customer Data Platform within the Adobe Experience Cloud. The collaboration is designed to help marketers craft personalized customer experiences while maintaining data transparency and regulatory compliance. In a privacy-conscious digital landscape approaching a post-third-party-cookie era, the integration supports first-party data strategies and aims to improve campaign ROI by aligning data from multiple channels with user consent preferences that can be updated as people change their minds. Blake Brannon, OneTrust’s Chief Product and Strategy Officer, emphasizes that the collaboration enables brands to balance personalization with privacy and to respect user preferences across touchpoints. Readers are directed to the OneTrust blog for deeper insights on the partnership.
Partnership between major privacy/consent platform (OneTrust) and a leading ad tech platform (Adobe) with a focus on privacy, consent, and first-party data strategies in a post-cookie world.
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Key Takeaways & Evidence Grounding
- OneTrust and Adobe announce a comprehensive cooperation to offer OneTrust's Universal Consent and Preference Management (UCPM) within Adobe Real-Time CDP (part of Adobe Experience Cloud).
- The collaboration aims to enable first-party data strategies in a post-third-party-cookie world for successful campaigns.
- Profiles can merge customer data from multiple channels with integrated and adaptable privacy preferences as users change their choices.
- Blake Brannon, Chief Product and Strategy Officer at OneTrust, highlights balance between privacy and personalization to drive marketing ROI.
Connected Companies & Entities
2 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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