Adobe today unveiled a new method that makes it possible to track users across multiple devices. The technology is called Marketing Cloud Device Co-op and should enable advertisers to better target their offers.
In its press release Adobe explains how it works, "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."
The technology should also make sure that users no longer receive offers for products they already bought. Currently if users research a holiday on their phone and book it on their laptop, the phone will continue to show advertising offers for holidays. With Adobe's new technology this no longer happens because on all devices an user owns, it's known the holiday is already booked.
According to Adobe there's no reason to be concerned about privacy, no personal data such as name, email or phone number, or site visit data is shared. It will also make tools available to consumers to control their privacy, which according to Adobe, "exceed industry standards".
Currently, only websites like those from Google and Facebook, with large numbers of users logged in regularly, have been able to keep track of consumers as they move from one device to another.
