Learn more about the significance of this partnership and what it means for marketing experiences moving forward
Param Gopalasamy
Content Marketing Specialist - CIPP/E, CIPP/US, CIPM
March 21, 2024
OneTrust today announced it is partnering with Adobe, allowing marketers to deliver highly personalized experiences grounded in a deep respect for customers’ privacy choices and marketing preferences. But why is this so important for marketers today?
On-demand webinar coming soon...
OneTrust CEO, Kabir Barday, on the importance of first-party data for marketers today
By this point most of us have heard of Google’s deprecation of third-party cookies. Here’s the TLDR version – Google Chrome, the most widely used browser in the world is getting rid of third-party cookies by Q3 of 2024. What does that mean? It means organizations need to move away from third-party cookies as a source of customer data and develop first-party data strategies to carry out personalized marketing experiences.
Along with Google’s announcement, there are also a whole host of privacy regulations coming down the pipeline this year – with 14 states now having comprehensive privacy regulations in the US, adding to the global landscape of GDPR in Europe, PIPL in China, PDPA in Singapore, LGPD in Brazil, APPI in Japan, and more. Each of these regulations has its own flavor of consent – in Europe the general rule is that prior op-in consent is required for processing whereas in the U.S. offering an opt-out right is generally sufficient.
Organizations are also dealing with a customer landscape that expects personalization more than ever before, with nearly 70% of customers expecting a personalized experience. These experiences require companies to now hold more data than ever before, and with this data generally sitting in different systems across an organization — the need for consent and preference management is evident.
In response to all the market drivers we just talked about, there’s one solution that checks all of these boxes. You guessed it — OneTrust UCPM (Universal Consent & Preference Management) — powered by real-time regulatory updates from around the world, a robust integration network, and easy-to-use customizable templates for preference centers that enable first-party data strategies.
Organizations can now make the shift from third-party cookies to first-party data with ease, embedding collection points across their digital channels in a way that leads to a seamless user experience.
Dealing with regulatory updates is also made easy, as real-time regulatory updates are fed into OneTrust, making sure your backend systems are staying in line with major privacy laws in all applicable jurisdictions.
So how does the OneTrust and Adobe partnership go about enabling personalized marketing experiences? Effective personalized experiences can be broken down into three steps – collect, unify, and activate.
During data collection, organizations need to make sure that they’re being transparent with their visitors across all digital channels. When offering visitors to consent to data collection, the following needs to be communicated:
What data is being collected?
Why is it being collected?
How will this be used to improve the customer experience?
What are the relevant privacy policies related to data collection?
How can customers go about withdrawing consent?
Along with all of this, companies must go about obtaining consent in a compliant way based on the jurisdiction that their visitor is in. For example, a user in London will have a different consent mechanism than one in California.
With OneTrust UCPM, organizations can handle all of these with a centralized database that provides detailed records of consent data (time, channel, purpose, location, preferences, and more).
This layer of consent and preference data will then be integrated with the Adobe Real-Time Customer Data Platform (CDP), enriching customer profiles to create addressable marketing audiences for targeted experiences.
Consent data is only useful if it talks to a company’s Martech stack. In other words, what’s the point of collecting someone’s preference data if this data isn’t unified with your customer data platform? With this partnership, you now get a comprehensive view of an individual’s preferences profile from OneTrust UCPM in the context of actionable marketing experiences in Adobe Real-Time CDP.
This integration allows for marketing experiences to have targeted audiences powered by consented data. By ensuring this data is in a centralized location, teams across the org such as privacy, legal, and security can also ensure that your policies are up to date – making way for personalization at scale.
The final step of executing privacy-safe personalized marketing experiences is data activation. After addressable audience segments have been defined in Adobe Real-Time CDP using OneTrust UCPM data, now it’s time to start bringing these experiences to life.
Organizations can set up customer journeys for each audience segment while honoring privacy and consent preferences. This goes a long way to building trust with customers and turning one-time purchases into a loyal base.
For any organization – the first step is to take stock of what the current consent & preferences solution that’s in place looks like. How is it utilized in personalized experiences? If personalized experiences at scale while addressing global privacy regulations are something that piques your interest, take a look at what the OneTrust integration with Adobe Real-Time CDP has to offer.
Integration explainer blog: OneTrust + Adobe = Automated consent orchestration
Integration explainer infographic: How OneTrust Consent & Preferences integrates with Adobe Experience Platform
If you’d like to see how this integration and partnership would look in your organization’s environment, request a demo today.
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As part of our Privacy Automation webinar series, we discuss why it's important to automate DSAR fulfillment and the latest regulatory trends.
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Watch our masterclass webinar for a deep dive on sensitive personal information (SPI) and best practices for compliance.
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Watch this webinar to learn about US consumer privacy rights in 2023 and practical steps you can take to make compliance.
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Watch this webinar and prepare for compliance with the CPRA's employee rights requirements.
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Attend our webinar, to better understand privacy laws in the US.
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Watch our webinar as we discuss privacy impact assessments and how they relate to US privacy laws.
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Watch our US Privacy Law masterclass to learn about opt-out of sales and share requirements and best practices for approaching compliance.
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As part of our Privacy Automation webinar series, we discuss why it's important to automate DSAR fulfillment and the latest regulatory trends.
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Join us for this instalment of our Future of Privacy Automation Series for a discussion of the challenges, key components, and building blocks of DSAR automation.
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In this webinar, learn about the risks of unstructured data and effective strategies in automating discovery.
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Join CrossCountry Consulting and OneTrust to learn everything you need to get the fundamentals of building a privacy program.
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Watch our webinar on US privacy laws and gain insight on effective personal information managment strategies.
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Join LevelUp and OneTrust to learn everything you need to get started in building or improving an existing privacy program.
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Join Red Clover Advisors and OneTrust to learn everything you need to get the fundamentals of building a privacy program.
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Watch this free webinar and learn about the recent Austrain DSB ruling on Google Analytics and the implicactions on data transfers under the GDPR.
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Watch our webinar on global data residency requirements and learn about their implications and challenges.
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Watch this webinar and learn how to achieve real time visibility into you data and the policies for an effective privacy program.
Infographic
Automate your privacy program and reduce manual inefficiencies
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Watch this webinar where we discuss the Israel Privacy Protection Bill, its proposed amendments, and what it means for your organization.
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Join us for an overview of US privacy laws and strategies for dealing with compliance.
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In this free webinar, learn how to automate the classification and mapping of sensitive data and speed compliance.
eBook
The CPRA enters into effect on Jan 1, 2023 expanding the CCPA's requirements. This eBook outlines the next steps from CCPA to CPRA compliance.
Webinar
Prepare for 2022 Trends in Third-Party Risk Management and future-proof your Third-Party Trust program.
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In the first part of our US Privacy Series, we discuss US privacy laws such as the CPRA and best practices towards compliance.
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Watch our webinar on implementing account deletion for iOS apps and best practices.
Checklist
Download the checklist and discover the steps you can take to automate critical processes across your privacy program.
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Learn the benefits of using Google Consent Mode with the OneTrust CMP (Cookie Consent) to balance compliance and marketing objectives.
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Watch this webinar to learn about Global Privacy Control (GPC), how it centralizes user opt-out preferences, and streamlines compliance with CCPA and CPRA.
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As organizations become more data-driven, one of their biggest challenges is managing data retention strategies.
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Prepare for privacy and security incidents by building an incident management playbook.
Infographic
Download this infographic comparing the Virginia CDPA to the California CCPA.
Webinar
Join the OneTrust DataGuidance privacy analyst team for a deep-dive webinar examining Japan's APPI and what it means for organizations.
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Access this free webinar to learn how to be a trusted vendor.
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Join this webinar to hear more about the UK Adequacy Decision and what it means for data flows between the UK and the EU.
eBook
Download the Ultimate Guide to Privacy Management to understand the major factors that contribute to a privacy management program.
Video
Watch this demo video to learn how OneTrust Consent and Preference Management Cloud streamlines the consent lifecycle and accelerates fulfillment.
White Paper
Download our white paper and learn about OneTrust's Privacy Governance Framework and how it can serve as a blueprint for your privacy program.
Webinar
Join this US Privacy Masterclass series as we delve into the evolving US privacy landscape and how you can build a trust-based privacy program in 2023.
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Watch the OneTrust US Privacy Masterclass series and gain insight on the major US privacy law and best practices.
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Join OneTrust and expert speakers from PA Consulting for a webinar series discussing the need-to-knows for creating a successful privacy management program in your organization.
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Learn how to mature your data privacy program beyond reactive compliance to become a strategic enabler for your business.
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OneTrust DataGuidance and Sidley are joined by industry experts for the annual Data Protection in Financial Services Week.
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Join our webinar to learn how to effectively manage DSARs and comply with Quebec's Law 25, ensuring your organization meets customer and regulatory expectations.
