Segment Match combines the first-party data of two companies: Adobe’s marketing boss

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Adobe has released Segment Match, a new segment sharing service innovation for Adobe Experience Platform that enables two or more platform users to share segment data in a secure, controlled, and privacy-friendly manner.

During Adobe Summit 2022 on Wednesday, Adobe Marketing Director Jeremy Wood explained why this new tool is so meaningful and exciting for advertisers.

Adobe Marketing Director Jeremy Wood. (In the picture)

“Segment Match effectively leverages first-party data to bring brands together and allow them to share value between their two audiences in a very secure, compliant manner,” he said.

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“For example Qantas and American Express. They have two very different audiences, but obviously they have some similarities. Segment Match allows first-party data from both companies to be brought together and then used to create offers and visualizations around them.”

He added: “It’s so incredibly exciting for marketers and especially for companies to take first-party data strategies and devalue third-party cookies. This is a really big push to allow those with their first-party data strategies to actually continue to use that data to attract and find audiences.

“It all starts with first-party data. Whenever we advise companies on how to live in a cookie-free world, the first question we ask them is: are they collecting first-party data? Not everyone has the perk of sitting on mountains of it at the moment, so now you’ve got some kind of airstrip to collect it. The most repeatable statement we make to our customers is that they collect first-party data, and if they don’t, they have to in order to survive,” Wood explained.

The enhanced data collaboration capability addresses data sharing in a post-cookie world, using platform privacy standards and personal identifiers such as hashed emails, hashed phone numbers and device identifiers such as IDFAs (advertiser identifiers) and Google Advertiser IDs.

One of the key features that Segment Match offers is managing the identity clash process. The identity overlap process ensures segment sharing is done in a secure and privacy-focused manner. An overlapping identity is an identity that has a match in both a brand segment and its selected partners’ segment. Before a segment is shared between a sender and a recipient, the identity overlap process checks for overlap in namespaces and consent checks between the sender and the recipient(s). Both overlap checks must be passed for a segment to be split.

In addition, users can view estimates before sharing. Brands can view real-time overlap estimates before sharing to see the number of overlapping identities by namespace between them and their partner, allowing them to see the number of overlapping identities that have consent to share data.

Apply data usage labels to control whether data can be shared with partners: Users apply labels that allow them to categorize records and fields according to the usage policies that apply to that data. This allows users to manage what data is allowed to be shared via Segment Match. Labels can be applied at any time and provide flexibility in how you manage data.

Maintain lifecycle management of shared audiences after a feed is published: Once published, brands can continue a dynamic data exchange, adding, deleting and un-sharing as needed.

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