Data Privacy

Describes Audience Manager integration and compliance with generally accepted best practices related to consumer privacy and opt-out procedures.

Contents:

Data Privacy

See the Adobe Privacy Center.

Consumer Privacy Protection

Audience Manager recognizes the implicit pact between consumers and the online brands with which they interact. Both parties benefit from the transparent exchange of anonymous data elements:

  • Consumers receive personalized content, discounted product offers, and streamlined user experiences.
  • Brands receive vital revenue streams supporting multiple online business models.

In our continuing support of this model, Audience Manager remains committed to providing transparency and control to consumers, and meeting or exceeding the Online Behavioral Advertising (OBA) Self-Regulatory Principles.

Opt-Out Management

The opt-out documentation has been extended and moved to a separate part of our documentation. See Opt-out Management.

Collecting IP Addresses and IP Address Obfuscation

The IP address of a visitor to a customer’s website is transmitted to an Adobe Data Processing Center (DPC) where the IP address may be stored. Depending on the network configuration for the visitor, the IP address may not necessarily represent the IP address of the visitor’s computer. For example, the IP address could be the external IP address of a Network Address Translation (NAT) firewall, HTTP proxy, or Internet gateway.

IP Obfuscation Methodology: Following the principles of "Privacy By Design", Adobe Audience Manager allows customers to enable IP obfuscation from the UI, either globally across all geographic regions or for specific countries. When you enable this setting, the last octet (the last portion) of the IP address is immediately discarded when the IP address is ingested into Audience Manager. Audience Manager discards this part of the IP address prior to processing (including before any optional geographic lookup or logging of the IP address). For example:

  • Before obfuscation: 255.255.255.255
  • After obfuscation: 255.255.255.0
Note: See IP Address Obfuscation to learn how to enable IP address obfuscation in the Audience Manager UI.

Geographic Segmentation: If you enable IP address obfuscation, the remaining octets of the IP address can still be used for geo-segmentation and reporting in Audience Manager. If you do not enable IP address obfuscation, Audience Manager uses the full IP address. You can use the Geographic Segmentation feature that allows you to identify an IP location by geographic area in either case, but with some slight loss of precision when IP obfuscation is being used. Obtaining city-level information will likely be significantly impacted by the obfuscation of the IP address. Obtaining region and country-level information should only be slightly impacted. Geographic Segmentation data is granular only to the city level or postal code level, and not to the individual level. Read more about geo-targeting and how to set up traits with geographic variables.