Adobe’s Audience Manager Now Comes with a Patented Data Export Controls

A day before General Data Protection Regulation (GDPR) was implemented, Adobe announced the availability of Data Export Controls in their Audience Manager suite. This patented feature collects data from one set of platforms while enforcing restrictions for use of the data collected, and then redirects the data to other platforms.

The Adobe Audience Manager is a Data Management Platform (DMP) that helps you build unique audience profiles so you can identify your most valuable segments and use them across any digital channel. Within Audience Manager, Data Export Controls prevent the DMP’s users from sending audience data to destinations when this action violates data privacy or data use agreements. It gives brands the ability to control their data, avoid data loss, focus on high-value audiences, and improve workflow.

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“We wanted to ensure that Adobe Experience Cloud customers could enable data to flow across these systems where appropriate from a use-case perspective, and block it when the source of the data had contractual or policy restrictions,” said Dave Weinstein, Director of Software Development at Adobe.

The Adobe blog announcing the availability of Data Export Controls reiterates the need to govern data activation, as DMP practice becomes more mature and utilized by more than one team in an organization. “Data Export Controls enable these teams to ensure that data is activated only where it should be. Plus, it’s a feature that is available to Audience Manager customers at no additional cost,” adds the blog’s writer Rakhi Patel, Senior Product Marketing Manager.

The Adobe team that developed the new feature evaluated DMP-related use cases that enable audience activation across varied channels. According to Harleen Sahni, Software Development Manager at Adobe, “We didn’t want to allow even one hole in how the system was built since that would jeopardize our clients. It was a very iterative process.”

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With the emergence of AI as a major element of innovation, the team also recognised early on that while machines were doing the proactive work, humans still needed to keep an eye on how the data was used. Edward Schuchardt, Group Product Manager for Audience Manager, added that AI makes the need for programmatic guardrails on data usage even greater. “We were also focused on providing as much transparency into how and why the guardrails were kicking in so it wasn’t a black box,” he said.

With new regulation constantly coming into play, such as GDPR, it’s even more impressive that our engineers and technical teams had the vision to build cool features while continuing to innovate with privacy in mind at the forefront, not as an afterthought, noted Patel.

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