The Adobe Marketing Cloud Device Co-op is a program that lets participants work together to better identify consumers across digital touch points while ensuring the highest level of privacy and transparency. The Marketing Cloud Device Co-op empowers participating brands to recognize their consumers so they can deliver more personalized experiences across devices and apps at massive scale. The Device Co-op is a core service of the Adobe Marketing Cloud. It is available to Adobe customers who use Analytics, Audience Manager, Media Optimizer, or Target.
The Device Co-op allows participants to provide their consumers with a better, more consistent content experience as they migrate across devices. It does this by establishing links between a group of devices used by unknown consumers. This technology helps marketers understand and respond to consumer behaviors across devices. The results provide more accurate website engagement metrics, more personalized content, and more targeted advertising experiences across search, display, and social. Participation in Adobe Marketing Cloud Device Co-op helps our members improve:
In the Device Co-op, Adobe:
Co-op members will give Adobe access to cryptographically hashed login IDs and HTTP header data, which fully hides a consumer’s identity. Adobe processes this data to create groups of devices (“device clusters”) used by an unknown person or household. Adobe will then surface these groups of devices through its digital marketing solutions, so Co-op members can measure, segment, target and advertise directly to individuals across all of their devices. All of this is possible without disclosing the user’s identity because the Device Co-op does not share personal data such as names, email addresses, phone numbers, or site visit data, etc. among its members.
These rules help address important privacy concerns commonly associated with cross-device technologies. In fact, with the Device Co-op, consumers will have privacy controls that exceed industry standards. The Device Co-op provides unprecedented transparency by giving consumers insights into participating brands, as well as all devices that are associated with the device currently being used. See The Device Graph: Internal Processes and Output section for more information.
Take a moment to review the membership requirements if you want participate or to learn more about the Device Co-op. Also, see Working with Device Co-op Data in Other Marketing Cloud Solutions for a summary of how other Adobe products used this data.