Adobe privacy solution for advertisers and publishers

Adobe announced enhancements to Adobe TagManager, creating a flexible privacy solution that helps digital advertisers and publishers give consumers notice and control over how their data is used online.

The solution will initially focus on managing third-party cookies used for behavioral advertising, a requirement of the ePrivacy Directive.

Utilizing integrated technology from Evidon, a provider of privacy and compliance solutions for digital media, Adobe TagManager creates an end-user experience for managing behavioral advertising preferences.

Additional benefits include:

• Giving consumers control over data collected on the websites they visit where that data is used to personalize the advertising offers they are shown. With Adobe TagManager, digital advertisers and publishers can give consumers an easy way to opt out of receiving such ads on the advertiser’s or publisher’s websites.
• Configuring TagManager by domain and geography to help provide digital advertisers and publishers with customized privacy controls by region.
• Adapting to the changing privacy landscape with the ability to modify notice and consent mechanisms on the fly. This can be done by the digital advertiser or publisher, or it can be done centrally, saving companies the time and expense of managing it themselves.
• Deploying immediately using existing Adobe SiteCatalyst tags without having to update any page code, greatly reducing the time and resources needed to deploy an advanced privacy and tag management solution.

Many websites includes tags used to capture anonymous audience data. These tags come from various marketing and advertising technologies, such as ad networks or exchanges, used by the website. Managing these tags on each Web page can quickly become overwhelming. Making changes to these tags, including adding or removing them, can also become a time- and resource-intensive project.

Adobe TagManager houses tags from solutions within the Adobe Digital Marketing Suite as well as third-party, tag-based marketing and advertising technologies. This approach facilitates the rapid deployment, removal and governance of these technologies, eliminating the need to make changes to the code on each page. Additionally, TagManager has been purposefully designed to uphold strict corporate requirements around business-critical digital data collection and management.

MeMe Rasmussen, chief privacy officer at Adobe, said: “Adobe’s new TagManager privacy feature will be a huge help to our digital advertising and publishing customers who are looking for ways to empower their users with enhanced visibility and control over whether data is collected about browsing activity in an effort to provide relevant advertising.”