Story image

Adobe receives patent for Data Export Controls in Audience Manager

Adobe builds programs that drive product awareness and adoption, and eventually revenue. 

Supposedly managing these programs on behalf of the Audience Manager team has been particularly rewarding.

Every now and then, engineers build features that may not seem that buzzworthy but are important for helping brands meet the commitments they’ve made to their end users and partners. 

Adobe considers Data Export Controls to be one of those said features. 

Within Audience Manager, Data Export Controls prevent data management platforms (DMP) users from sending audience data to destinations when this action violates data privacy or data use agreements.

Buzzworthy or not, it’s a different time in the AdTech and MarTech industry. 

Based on today’s landscape and the continued focus on consumer privacy rights, Adobe says they are impressed that their technical teams have the integrity and foresight to develop with privacy in mind.

Too often, design can be based to solve for a few tactical problems but may not solve for the big picture. 

Enterprise level brands supposedly need more from their software investments, otherwise, they would just be investing in point solutions.

Based on that philosophy, the Data Export Control feature was created so it could be applied to a variety of activation platforms, including those outside the Experience Cloud. 

This enabled flexibility at scale.

Adobe director of software development Dave Weinstein says, “We wanted to ensure that Adobe Experience Cloud customers could enable data to flow across these systems where appropriate from a use case perspective, and block it when the source of the data had contractual or policy restrictions.”

The need to govern data activation becomes even more relevant as a DMP practice becomes more mature and utilised by more than one team in an organisation. 

Data Export Controls enable these teams to ensure that data is activated only where it should be. 

Plus, it’s a feature that is available to Audience Manager customers at no additional cost.

The team evaluated DMP-related use cases that enable audience activation across varied channels. 

Adobe software development manager Harleen Sahni says, “We didn’t want to allow even one hole in how the system was built since that would jeopardize our clients, it was a very iterative process.”

With the emergence of AI as a major element of innovation, the team also recognised early on that while machines were doing the proactive work, humans still needed to keep an eye on how the data was used. 

Edward Schuchardt, group product manager for Audience Manager, said AI makes the need for programmatic guardrails on data usage even greater.

New Zealand Govt announces cloud framework agreement with SAP
“Data-driven solutions are the most powerful way to solve some of society’s most pressing problems."
What is a kilogram? Lower Hutt holds its own weight on a global scale
Forget the old ways of measuring a kilogram – quantum physics is going to be the driver of massive change in the way we look at some of the most common forms of measurements.
How digitisation delivers speed to Porsche service documents
With its Service Department drowning in paperwork, Giltrap Porsche looked to Fuji Xerox New Zealand and its DocuShare Flex cloud document management solution for digital answers.
Govt & Canterbury Uni pour $7m into gaming research
The funding will be used to boost the University of Canterbury’s Applied Immersive Gaming Initiative, which will research and accelerate public use of immersing gaming applications.
This Feilding school has just won an international robotics award (again!)
“In typical Kiwi fashion, our students think laterally to solve challenges, build prototypes, test and retest until they have a working model. All on their own time and all with their own ideas."
Adobe & Software AG transform customer experience management
Adobe and Software AG have announced a partnership that will help businesses transform their customer experience management.
Chch crypto exchange Cryptopia facing liquidation
It seems that Christchurch-based cryptocurrency exchange Cryptopia has been unable to recover after malicious cyber attackers stole around $20 million worth of cryptocurrency.
Adobe & Amazon: Making merchants' stores a lot more powerful
Magento Commerce branded stores for Amazon sellers features native integration with Amazon merchant tools including Amazon Pay and Fulfillment by Amazon. These provide the convenience of secure payments and speedy shipping services for buyers.