PHOENIX \u2013 The demand for artificial intelligence in identity marketing seems to be outrunning figuring out how to mix personally identifiable data with various other data sources. \u201cWhen you think about what a customer needs for overall data strategy, it is all different data points, not just any one specific form of data,\u201d says the Head of Adobe\u2019s Audience Manager, Judith Hammerman.<\/p>\n

Like many companies in advertising and media, Adobe is \u201cseeing more and more that customers want to be working with their own first-party data,\u201d Hammerman adds in this interview with Beet.TV at the IAB Annual Leadership Meeting<\/a>.<\/p>\n

\u201cWhat that starts to bring up is PII, and whether we work with PII or not. We\u2019ve been working a lot to think about how we can work both with, we\u2019ll reference as third-party data, cookie data, unknown data, as well as being able to work with first party data.\u201d<\/p>\n

Enter the Adobe Experience Platform<\/a>. Hammerman describes the technology as being about \u201cthe normalization and ingestion of data, along with semantics and controls that allow for the labeling and usage of data along with the democratization of data without the concerns of compliance.\u201d<\/p>\n

It’s powered by \u201ca very strong overlay of AI,\u201d which in Adobe\u2019s case goes by the name Sensei<\/a>. As Adobes AI foundation, the technology \u201creally starts to look at things like what do you with that identity. How to do you look at further segmentation and data science in a very deep and meaningful and broad way.\u201d<\/p>\n

According to Hammerman<\/a>, Adobe has 300 engineers dedicated to AI.<\/p>\n

\u201cWhat we\u2019ve seen in data across the board is that the demand for data science is so high and you just can\u2019t get enough of the workforce in place,\u201d she says. \u201cAdditionally, the speed of data is moving so fast that to be able to do this in real time becomes almost meaningless for a customer, and AI allows us to move at that speed.\u201d<\/p>\n

With identity increasing at the core of great customer experiences, it encompasses not just advertising and marketing per se but also personalizing content experiences. \u201cAnd that\u2019s really ultimately what we think about when we think about a great customer experience.\u201d<\/p>\n

This segment is part of Beet.TV\u2019s coverage of the IAB Annual Leadership Meeting 2019, Phoenix. This series is sponsored by Telaria<\/a>. Please find additional videos from the series on this page<\/a>. <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

PHOENIX \u2013 The demand for artificial intelligence in identity marketing seems to be outrunning figuring out how to mix personally identifiable data with various other data sources. \u201cWhen you think about what a customer needs for overall data strategy, it is all different data points, not just any one specific form of data,\u201d says the […]<\/p>\n","protected":false},"author":17,"featured_media":59187,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7843],"tags":[5295,6160,6172,7121,7867,7869],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/59185"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=59185"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/59185\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/59187"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=59185"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=59185"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=59185"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}