Adobe Inc. seeks to help brands target customers with its new version of Real-Time Customer Data Platform, according to Bloomberg. The software replaces the much-criticized third-party cookies.
The updated software will use brands’ own data rather than third-party cookies, which are being eliminated on consumer privacy issues.
Consumers will be choosing to give permission to use their information under the new Adobe product introduced on Tuesday.
Consumers will also be informed of how the site they are browsing is using the data and reasons being particular personalized experiences.
The updated software is being tested by Adobe clients such as FedEx Corp., Verizon Communications Inc., and T. Rowe Price Group Inc.
Adobe’s updated software also uses machine learning to offer real-time predictions on users’ needs next time they navigate a brand’s website.Adobe stock is currently gaining. ADBE: NASDAQ is up 0.45%.
