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Transcript

Again, thank you for joining our ÃÛ¶¹ÊÓƵ Digital Leaders series. My name is Anu Shah, and I’ll be hosting today’s session titled Streamlining Your First Mile of Data Management, which is the first session of a three webinar series on real-time CDP. In this session, we’ll look at the benefits of real-time CDP connections. Our expert speakers today are Gabriel Jarchière, who is Senior Product Marketing Manager at ÃÛ¶¹ÊÓƵ, Jeff Chasen, who is a Senior Evangelist for the ÃÛ¶¹ÊÓƵ Experience Cloud and Platform, and John Moray, who is a Product Manager at ÃÛ¶¹ÊÓƵ. Thank you all for joining us today. All right, over to you, Gabriel. Great, thank you so much. Welcome, everyone. I am super excited to be talking to you today. And so just as a preface, I wanted to make sure that you understood that this is the first part of a three webinar series. Today, we’ll be talking about the first mile of data management. I’ll start talking about briefly how it ties in every product that we have at ÃÛ¶¹ÊÓƵ Experience Cloud. Then I’ll hand it over to Jeff. We’ll give you a lot of expertise around third-party cookies, what’s happening in the industry, how companies are reacting to what’s happening. And then at the end, we’ll have John, our PM extraordinaire, who will give us an awesome demo. We’ll finish with a Q&A. But feel free to ask any questions that you may have during the webinar. We’ll do our best to respond during the webinar. And if we feel like this is a question that can benefit everyone, we’ll also bring it up at the end and make sure that everyone knows the answer. All right, so let’s get started. Like I mentioned, I want to make sure that you understand the context of this product within the whole ÃÛ¶¹ÊÓƵ portfolio. And what ÃÛ¶¹ÊÓƵ is all about is customer experience. And so we need to understand two things, understand what’s going on with the customer experience and then after know what to do to improve it. Data plays a huge role into those two elements. But we have so much data today. And so large companies can be overwhelmed with the data and can backfire sometimes. You feel like you have too much data to know what to do. And so there’s an analogy that I like to use is when you are interested in someone else. And so you can assess the relationship in many different ways. And you can even go out of your way and do some research around if you have any interest in common or friends in common, if the education level is something that can be a good match. If you’re both single, that usually helps. And if the location, for example, is not too far or if it’s not too far for your own personal desire and preference. And so this is all good and it’s going to help you. But the most important data that you can have if you want to assess that kind of relationship is the interaction that you have between you and that person, meaning it’s the text messages, the emails, the phone conversations, the dates. And it’s the same for companies. To understand the customer behavior, it’s all about the first mile of digital customer experience. The problem, though, is that first mile is changing rapidly. And this is what we hear today. Few things. I talked about the importance of the first mile of data management. And this data that you get is probably the most important thing. If not the most important, the foundation of everything around data. Because if you mess up the foundation, it’s really hard to correct down the line. And so that’s why it’s so critical to get it right. And so everyone knows that and everyone wants to have access to that data. And just so you know, I might talk about digital interaction data, event level data, behavioral data. It’s all about the same for this presentation. But I want to make sure that you fully understand the concept of event level data. And so yes, everyone wants to have access to this. So advertising partners, decisioning tools partners, analytics. Sometimes you even want to send it to your own data warehouses for internal purposes. And so the volume of digital interaction has exploded. And so the problem now is there’s a second big move happening for that first mile of data management is that customers demand more respect for their privacy. And that’s completely fair. This is something that ÃÛ¶¹ÊÓƵ, we want to respect. We want to make sure that customers get what they want. This is good business, not just for us, but for any company that will respect that privacy. And so as a result, we have what we call the deprecation of third party cookies because browsers are responding positively to that request from customers to have more respect. And so they are restricting third party cookies. But the problem is the third party cookies is what tags are mostly using in order to send all of this data to the partners I just mentioned. And so that has become a big challenge, not only for the companies using the third party cookies, but also for the partners to receive the data being sent. And so this is really what we’re going to be talking about today. And I’m really excited to get into it. But before that, let’s start with a quick polling question. So this is pretty high level, but I want to get your feedback. And so I just want to know if your company has been affected by restrictions on third party cookies. And so it’s just going to take about a minute. You can say yes if you definitely know that it has been or no if it hasn’t been, if you’re in an industry that has not been impacted by this, or if you don’t know and that’s totally fine. I don’t see any submissions yet. I don’t know if it’s a technical issue or no one has woken up. It’s coming up. Coming up, great. So so far, we see that the majority above the majority has been impacted. I also see that a lot of people don’t know. And so that’s probably why you wanted to join this webinar so you can have a better idea of like, is this something that impacts you or will impact you? I see now a small percentage of no’s and that’s great news. And so OK, so for now, we see that it’s probably a good reflection of what’s happening. A lot of people don’t know if it is impacting their business. But for the most part, people know that it is impacting their business negatively for the most part. So let’s jump into a visualization of what’s going on. So like I said, there is this increasing number of interactions, devices, and destinations. So that makes it very challenging for companies to capture the data and send it to the appropriate destinations simply and efficiently. Let’s get started. Each device is sending multiple digital interaction data, or behavioral like I said, to multiple destinations. So that means that you can see here, clicks, conversions, videos watched, page views. And what’s happening is that you’ve created a spaghetti ball of all of this data. And that’s where the complexity increases. On top of that, you’re duplicating some of the data and you send it to the exact same data to several places. And so that’s limiting the efficiency. For example, here at the top, the page view is the same data but being sent to two different destinations. And on top of that, and this is the biggest challenge that you’ll probably be facing, is that you have this limitation on third party cookies. And so some of the data might not even make it to the destination that you’re trying to send it to. So this is where we are today. Let’s start with our value proposition. And it’s pretty simple, but we’re going to break it down to make sure that every single word makes sense to you. The idea is to capture digital interactions on any digital property and send the data where you need to go and easily, sorry, simply, efficiently, and everything, most importantly, server side. And so let’s break it down. At the beginning, you capture digital interactions. One more, there you go. Capture digital on any digital property. So this gives you the ability to streamline your data collection from any device. And I mean this literally. With the server API that we have, you can send data from anything that’s connected to the internet. So it could be a kiosk or anything. You can send that data to us, to the edge network. And so you don’t have to duplicate the data. You send it into one direction. Then the data is forwarded where it needs to be to all the different destinations connected to real time CDP connections simultaneously. So the idea is really not to decrease the volume of data or of partners, flash destinations that you work with to reduce the complexity. Sorry, yeah, the idea is to reduce the complexity, not the volume of data that you have. So the next part is greater flexibility. The big advantage there is control. So you can send the data to an existing technology or install new technology server side without touching the client side. That’s the first part. But really specifically for real time CDP connections, you can create rules and conditions where you can send a very specific data, event level data, to a very specific destination according to very specific conditions that are unique and very customized to your needs and use cases. And so that is a big difference. You’re a complete control of your data. So I’ll give you an example if you want to send a first name. If you have a form and you have the first name field, but you want to make sure that they only send it if they clicked the box where they are agreeing to share their PII with you. And if it’s a person that is within the segment that you’re interested in, then you can send and forward that data. So this is great because you know that your business is unique. And so you want to make sure that you have the tools, the most sophisticated tools to make sure that you’re responding to those very unique and very customized use cases that you may have. And the last one is server side. Why? Because we are, as we explained, now everything is shifting from client side to server side in order to really abide by this idea of respecting the privacy of your customer and not sending data through third party cookies. And so I’m not going to spend too much time on third party cookies because Jeff will really deep dive into it and give us a really accurate vision of what’s happening in the industry in general. But now I want to give you probably the number one use case that we see today. This is something that’s very real, that a lot of companies are experiencing. And so a big shift that’s happening on both sides for companies, but also for the partners such as Facebook, Google, or anything. For this specific event, I’m going to be focusing on Facebook. But keep in mind that this is just one example. It’s happening for a lot of different types, a lot of different partners. So right now, if you are an advertiser on Facebook, you will have a customer go on Facebook, click on your ad, that ad will lead you to your website. And there you have this beautiful pair of shoes. And you click on it, and you convert, and you buy it. You have a Pixel that you’ve installed on your website. And that Pixel will send this event back to Facebook. And so the attribution will be completed. The campaign will be optimized. And so you’ll have a higher marketing performance. And so this was happening for many years. A Pixel is very easy to implement. I, myself, have implemented many times. I am not technical. This is just copy paste into your website. So a lot of people have been using this and are still using this today. Now the issue is that with the ad blockers, with the browsers restricting third-party cookies, a lot of these data is not making it back to Facebook. And so what does that mean? Is that the attribution is not being made. You’re not improving the optimization of your campaign. And your return on ad spend is going down. And so it’s really hard for Facebook to make sure that you, as a customer, purchase this product. You want to make sure that more people like this are also being shown this ad. But now you don’t have that feedback. And so it’s making it really difficult for Facebook, but also for yourself, to really optimize your spend on these ads. And so Facebook has been very proactive at this. And so they’ve seen this coming, and they know how critical it is for their business. But again, same thing for Google, same thing for the main players in the industry. And so what they’ve created is a conversions API. So now you still have a customer going on Facebook, buying that pair of shoes on your website. Instead of sending this data directly through a third-party cookie, you send it to your own servers, and then you use the conversions API to send the data back to Facebook. And again, you have attribution completed, campaign optimized. The issue there is that it’s not installing a pixel anymore. Having the conversions API on a server takes a lot of time and resources to implement and also to maintain. And so, and this is just one player. If you are advertising on many different platforms, then you have to do the same thing everywhere. And so this is where ÃÛ¶¹ÊÓƵ comes in, where same scenario, you buy the product, and then you have a conversion on your website. Now you can have the ÃÛ¶¹ÊÓƵ tag, which is not considered third-party, and send this data to our edge network that has been optimized with, I believe, nine different edge servers around the world that’s geographically and strategically placed to make sure that it is as fast as possible. And so that’s the first step. We’re very efficient in terms of speed and performance, but we also have extensions to make sure that connecting to Facebook, connecting Google, connecting to Pega is as seamless as possible. Think about the different applications that you have on your phone or computer. The idea is really to make it as simple as just downloading an app, entering all your ID, all the information that you have for your account, and then you can start sending that information. So you do implement the product once, and then after, as you scale up, as you’re migrating all those tags into server side, now you can just use our extensions to do so. Or if you want to create your own extensions or send data to your own warehouses, you can do that as well. This is just an example of one of the most common use cases that we see for this product.

All right, polling question number two now. I know that a lot of people said, no, you don’t know if you have an issue if you’ve been impacted by third party cookies deprecation, but I want to know now if you do, has your company already, do they have already a solution on the server side, like I just mentioned? Yes, no. Are you looking into it? And maybe this is why you’re here today, or simply you don’t know. And so I’ll give you about 60 seconds to answer. And then after we’ll see where we are today. This is really just to satisfy my own curiosity. And then after we’ll jump into like, what’s gonna be happening next in our webinar series, and give you kind of a quick preview before I hand it off to Jeff. All right, so we have about 27%, 30% that responded. Okay, let me see. So we have about 20% that have said yes, sorry, 17% of you said yes. 14% that said no, looking into it 25% and don’t know 41%, okay. So I really hope that this material that we’re sharing today will help you understand what’s going on with third party cookies. But I’m really happy to see that so many, I did not expect so many of you to have already a solution for server side. And that’s fantastic to see. And also a quarter of you that are looking into it. All right, thank you for participating. Let’s jump into the next steps really quickly. So this is really just to give you an overview of what’s happening. Because today we’re just focusing on real time CDP connections and so we’re forwarding event level data to non ÃÛ¶¹ÊÓƵ destinations. This is the first step. And then after next week, we’ll be talking about how you’ll be selecting the right CDP for you, CDP meaning customer data platform. And then the following week, how to get the most value out of your customer data platform. So make sure to tune into that you should have the link and the related content widget. But to illustrate really what’s happening between real time CDP connections into real time CDP and we have different offers there and this is why you have different steps. But the idea is that when you are a travel agency website, for example, and you are sending all of this behavioral data you know what’s going on your website, you know that you have one individual who is interesting and this trip and so he’s clicking on different options, but you don’t know who that person is. As you grow into real time CDP, then you can connect this data into a profile. So you know that this person is John Smith and he has four kids. So he likes to go typically into a place with bigger rooms or multiple rooms. And so now you have a more distinct picture of what’s going on. And then as you move up with real time CDP, you can connect it to the entire enterprise. And so you can now know connected to that John called two weeks ago and was unhappy about one experience. And so now it’s your opportunity to go back to what’s going on, to go back to that experience and make it right. And so we’ll talk more about that in the next couple of weeks but so make sure to tune in. All right, so this is the information next week. Like I said, you’re selecting how to select a customer data platform for success and then the following getting the most value out of your customer data platform. Ken, let me hand it now to Jeff and he’s gonna be talking about the Chromium cookies.

Thank you very much, Gabriel. Appreciate that and thank you to everyone who is live with us for the presentation. Appreciate you spending some time with us. I’m gonna be moving pretty quickly talking pretty fast because I normally talk fast but also because there’s a lot of material to get through and we wanna get to the demo that John’s going to take us through. But I just wanna call out again that there is a Q&A pod on the screen. You should have access to that. So if you have any questions, feel free and Gabriel and John will respond as time allows.

So without further ado, crumbling cookies. What does that mean? So it’s sort of a cookies, cookies everywhere thing. We’re hearing about it, reading about it, seeing it online and various articles and online publications.

This is a throwback from way back. I’m dating myself severely with this slide but this is not live today but it is in the internet archive. The preliminary specification for cookies came from the old browser wars between Netscape and Microsoft. Way back in the Netscape support docs, there was a preliminary specification for a cookie standard and the first definition that we see for this shows up here and they called it a state object. And that’s just a computer geeky term for this line that you see highlighted, just some fields and their values. So in this case, we’re saying, hey, there’s a customer and we’re gonna set the value of this customer to while e-coyote and the path is a root path and there were some other details about when it expires and some time but all this fuss about cookies, that’s how they started. It was really simple at the beginning, like a lot of things on the web.

Sort of evolved into a proposal for an official standard and then developed from there. You can see this is from going back to February of 1997. So the whole cookie thing has been with us pretty much as long as the web has been a thing. And the key here is just to point out that it’s a state management mechanism. Again, that’s a fancy, big words for something that’s basically asking, trying to answer a question, what’s going on? So what are the state of affairs? What are the state of things currently with a visitor on my website or somebody in my application? Did they add a product to their shopping cart? Are they a repeat visitor? Did they bounce and just hit the page and leave? And so when we talk about cookies as a way to keep track of things, we’re talking about keeping track of state and state just means what’s going on with the visitor and our site or our application.

And so these cookies are used for a lot of things. Can’t possibly go into any level of depth here on the time that we have today, but just sort of a snapshot. I know there’s a lot on these slides, but I’m just gonna call out some of the key points here. A cookie itself is just a really small line of code and it’s really just text. It’s not any sort of programming code really, but it’s traded back and forth, past back and forth I should say from a website or an application and a server. And it’s again, to keep track of visitor state. So if I add something to my shopping cart and then I continue shopping, when I go back to my cart, obviously I wanna be able to see that that item is still there. And so the browser has to keep track of things and cookies are one way to do that. It’s not just for that, it’s evolved. We have first party cookies and third party cookies. That’s a term that gets thrown around a lot. If you think about parties to a transaction, as opposed to a cocktail party or a holiday party, parties to a transaction, there’s the website or the company that owns the website, like my bank, for example, if I go to check my balance or do a transaction, maybe to the bank, they’re the first party and I’m the second party as the customer. And maybe that bank is running some advertising code or some marketing technologies on their website. And that’s really the third party. So the website is the first party, the customer’s the second party and some third party, maybe a vendor that they use. And that’s really just a way to describe those relationships. The key here is those third party cookies power a lot of things that digital marketers and advertisers need to do to compete on the web. Cross-domain tracking, sometimes called cross-property tracking, programmatic advertising and reach campaigns, which we’ll look at a little bit more in a second, and measurement. Used to be with device identifiers and other things you could handle personalization use cases and measurement and tracking. So these cookies really drive a lot of what’s happening online today. Cookies are under a lot of change and a lot of stress because of privacy and consent issues, because of competition between companies like Apple and Google and Facebook and others. And there was also some government involvement. And so the idea of third party cookies to track and personalize visitors as they navigate around the web, going to different destinations, that’s been changing pretty dramatically, pretty much since 2017. So this has been with us a while and we don’t know exactly how this is gonna wind up because as you can see, this 2023 is simply forecasted for a significant change that Chrome is going to be making by deprecating third party cookies. And so that’s a concern businesses should be thinking and planning and how are we going to deal with these changes and how are we going to implement our use cases for our business, whether that’s reach campaigns, outreach campaigns, segment matching, personalization, et cetera, how are we gonna handle that as these changes start to get implemented more widely? The use cases that really are going to change pretty significantly, personalization we’re targeting, customer loyalty programs, et cetera, you can see the list. I don’t need to read you all these things, but 60% of all experience personalization that we’ve historically done and are doing mostly today, that really relies on third party cookies. So as that gets impacted as a foundational technology, it’s really important that digital businesses are planning appropriately to migrate their systems in a way that can deal with these changes. And so some of those changes that we’re looking at is a shift to more durable identifiers. So getting away from cookies as sort of the be all and end all to drive these use cases. We really need to think about supporting a first party data strategy. So in other words, if I’m going to my bank again, and I’m doing transactions with a bank, it’s a little different because I’m almost always authenticated, I’m almost always signed in, because obviously security is a big issue and authentication for financial transactions. But even if I’m not signed in, and I’m maybe shopping for a bank, and I’m going to different bank websites or financial websites, and I’m viewing promotional material, or I’m downloading PDFs and information, or I’m signing up for webinars, I’m interacting with the site, obviously, for an online business, even like a bank, they want to bring me into the funnel, so to speak, and convert me to a customer. And so moving to a more durable identifier is a strategy that you’re going to be hearing lots about. The acquisition layer, the acquisition workflow, this is something that is really, as I mentioned, cookie lists, this cookie list idea of the future that’s coming with the deprecation of cookies, and changes in browsers and devices. We’re going to have to move towards these durable identifiers and get away from these cookies and device IDs that are really the infrastructure that drive this stuff going forward. With the ÃÛ¶¹ÊÓƵ Experience Cloud and ÃÛ¶¹ÊÓƵ Experience platform, we’re providing tools for customers to deal with these changes, but I just want to call out that this is tough stuff. There is a lot of infrastructure, there are a lot of companies and processes and teams already built up on this whole foundation of third-party cookies. So I don’t want to give the impression that we’ve got this magic wave of the wand and we can solve this problem for all use cases for all companies all the time. That is definitely not the case. But at the same time, we’ve put a lot of brainpower, a lot of investment, and a lot of time into planning and thinking how we can provide tools for our customers to deal with these changes. So there are some really valuable tools that are currently available, and obviously more things coming from platform and from the Experience Cloud. In terms of first-party driven advertising, journeys that you can orchestrate to improve the lifetime value of your customer relationships and really maximize your customer experience operationally, and how your teams deal with that.

Again, it’s not a magic answer to solve all of these, but it is absolutely a real comprehensive system for customer experience management. Both Experience Cloud solutions together with the solutions and services provided by ÃÛ¶¹ÊÓƵ Experience platform, it really allows us to start to think about driving awareness, conversion, growing our businesses, and customer retention in terms of loyalty, using these new strategies based on first-party data and getting away from third-party cookies. So really, this is a good nutshell slide, so to speak. Really, we’re talking to customers and we’re helping them plan migration to really maximize first-party data with a focus on authentication. It’s a challenge for publishers and media sites that largely their business model runs on advertising revenue. That’s a big shift for companies like that, less so for companies like financial services or healthcare, where it’s common for folks to authenticate and sign in. So the site owner or the business knows who that person is, and so they already have that first-party data relationship. But other companies that don’t generally try to optimize conversion for authentication, that’s really a new, I hate to say holy grail because it’s such a buzz phrase, but it’s really a key objective in this transition away from third-party cookies. But it does require a lot of work. You have to look at your customer journey, you have to think about how you’re going to own the relationship, and prepare and plan to move your technology stack in that direction. So just wrapping up, I’ll speed through the rest of my last few slides so we can get to John’s demo. But really, depending on your business and whether you are more likely to have authenticated visitors or if you are more likely to have anonymous visitors, you might reverse the order of these. So you see on the left, we have one and then two and three going left to right. But a company, a business that’s more focused on customer acquisition and advertising model might have the things on the cookie-less architecture. On the right might be your first set of priorities. How you’re going to plan those things. But optimizing for authentication and driving more first-party data, whether that’s anonymously sharing first-party segment data or batches of data with partners, and trying to develop lookalike models and segments for outreach campaigns that way, there are options available. And certainly, ÃÛ¶¹ÊÓƵ Experience Cloud and Platform provide a lot of very powerful tools to do that at scale with very large datasets and very large number of customers, and we have customers doing that today.

So operationalizing this, obviously, that’s where the rubber meets the road. But centralized governments, a center of excellence is something we always recommend. Whether you’re dealing with a revised analytics program or you’re dealing with more involved things like ABA or multivariate testing and automating journeys, etc. And you can see, I won’t read this whole thing, but planning your move away from third-party cookies in terms of how they drive these key use cases is going to take some work and some focus. And so if your companies aren’t having these conversations today, we really strongly suggest that you do so. So I hope, thank you again for spending time with us today. And now I’m going to, with no further ado, hand it over to my colleague, Mr. Varai, for an introduction and some demo. Thanks very much.

Jeff, Gabriel, thank you so much. And thank you to all the customers and colleagues who have joined today. We know you’re busy and we really appreciate your time. Just as a reminder, the Q&A is open. So if you have any questions about anything that’s been shared, please feel free to drop that in the Q&A. And Jeff or Gabriel will get to that as I continue on to our demo.

So before I jump into product, I want to give a quick overview of what Gabriel and Jeff said, just to kind of orient us. Why do customers show interest in real-time CDP connections? The first reason is confidence. And that’s confidence to be able to drive business in a world without third-party cookies. Now I want to make sure that I acknowledge what Jeff shared. ÃÛ¶¹ÊÓƵ does not have a magic wand that can solve all use cases that can be met with third-party cookies today in a world without those cookies. But for those use cases that have a solution, ÃÛ¶¹ÊÓƵ has a way to meet those use cases. And I’ll show you exactly what I mean, specifically around durable identifiers. Next is, of course, speed. Real-time CDP connections is able to collect, transform, and even enrich data, and then deliver that data to an end destination amazingly fast. In fact, one of our largest customers, this is not a product promise, but this customer is sending us 4,000 to 5,000 events per second. And most of their users are in areas where there’s fast internet, and we’re delivering that data in less than a single second. They’re running different AI and ML models. So customers are interested because they have use cases that require data to be moved from one place to another really, really fast. And then lastly is control. Just like Gabriel said, real-time CDP connections gives you the power to have surgical control over what data is collected and what data is sent and distributed to any given destination.

So what am I going to demo? I’m going to start off by showing you a, I’ll jump into the product. And the client side version of this product, which is known as tags or historically as launch, is deployed on my locally deployed website. It is a travel website. And on this website, I’m trying to get data from that site, specifically some durable identifiers and some behavioral data to these four destinations. I’m trying to get data to Google Analytics, to Facebook conversion API, my own internal data warehouse and ÃÛ¶¹ÊÓƵ Analytics. But I want to send this data to those end destinations, not from the website, but from ÃÛ¶¹ÊÓƵ servers. And so how do we do that? The way that works is on the website, I’m going to show you that we have our tag solution deployed. It’s our tag management system. And that is capturing some form data. That form data is then sent to ÃÛ¶¹ÊÓƵ server. But I want to deliver a great experience. And it turns out that there’s some information I need to deliver a great experience that doesn’t exist on the website. It exists on a server in my office. So how do I do that? I can use real time CDP connections to receive the data from the website and then add on additional data from a non ÃÛ¶¹ÊÓƵ endpoint and kind of add it to that container of information. So after we’ve enriched that original payload of data, then I’m going to send that data to my own internal data warehouse, to Facebook conversion API, Google Analytics, and also ÃÛ¶¹ÊÓƵ Analytics. Now I’m going to stop sharing this slide and I’m going to share my screen and give you a view of what this looks like in the product.

Okay, so what you’re seeing here, this is the client side implementation that I’m using. So this is tags historically known as launch.

This is our tag management system. And you’ll notice that I don’t have any extensions installed like Facebook or ÃÛ¶¹ÊÓƵ Analytics even, or that internal data warehouse. I only have the AP web SDK. This is a technical requirement to use real time CDP connections. Once this is installed, I can hop over to rules and this is kind of the crux of the product.

This product allows you to define events like in this case, it’s a form submission. And I’m just looking at a very specific button that’s clicked. Once this button is clicked, it’s a flag that a form has been submitted. And then I don’t have any conditions, but if you want very granular control on the client side, you can add very complex conditions here. You can even write for those of you who are coders, you can even write your own JavaScript and execute that. Both here in our tag management system and also in real time CDP connections, which I’ll get to in a moment, which is on our edge network. So in both places, you can run your own JavaScript, which gives you amazing flexibility to meet use cases that maybe aren’t known at the moment. So I can come in here and in this case, I’m just sending data to ÃÛ¶¹ÊÓƵ’s edge network. That’s the purpose of this action. Once the data is received by the edge network, I’ve clicked to a new tab. I went over to data streams and everything you’re seeing here, this is live in production. There’s no smoke and mirrors in this demo.

You’ll notice that I’ve on boarded a service called event forwarding. So this is the connective tissue. Once data is sent to our edge and what you’re seeing right now, this is a visualization of our edge network. We asked the question, well, where does the data go now? And this is where you can define that. You’ll notice here that I’ve selected event forwarding as my service and I’m selecting which environment in event forwarding I want to use. Once that is set up, now we’re in event forwarding. This is real time CDP connections. And you’ll notice here, this is where the extensions are that are going to send the data from ÃÛ¶¹ÊÓƵ server to the end destination. Once again, the value of this is we’re able to send a single stream of data to ÃÛ¶¹ÊÓƵ. And usually that’s a superset of data. And within that superset of data, there’s a few data points like in this case, email address, first name, last name.

There’s some data there that’s needed by Facebook and Google Analytics, et cetera. And so instead of making the client side so complex, we’re moving that work to the server side. And that gives us the benefit of simplifying implementations and moving it more to the server side. And also in this case, being able to shield ourselves from the deprecation of third party cookies as it relates specifically to conversion tracking for Facebook. Just like Jeff said, there’s no magic wand, but for the use cases like conversion tracking that can be done server side while respecting consumer data rights, we enable that. So these are the extensions that I have installed. This cloud connector extension is really powerful. And I’ll just give you a few views here. These are extensions built by our partners. So this is an extension for Google Analytics. We have the Facebook extension. You can see that setting it up in this case is only two fields. So once I’ve configured these extensions, then we get to the rules. And this is where the action happens. So in this case, I’m saying that when this key of original email is not blank, then that is a sign that I can send this data to Facebook to do conversion tracking. These actions, they execute sequentially, meaning that the second action will not begin execution until the first one is done. The reason why that matters is it enables data enrichment. This is a fantastic use case. So I’m using this cloud connector extension here, and it’s making a request to this endpoint. And when I check this little box, magic happens. We listen to the response from that endpoint. If I hit this endpoint, it’s actually giving me back the past vacations of the user who filled out the form, because I have their email address. So now I can look up what they did in the past. We hold on to those past vacations. We save it in this variable called past vacations. I do the same thing with the weather, because I think if I know the weather of the locale, the person who filled out the form, I can deliver a better experience. So that is one extension that has met multiple use cases. It’s being able to enrich the original data from the website. The same extension is now going to meet a totally different use case. It’s sending data to my own internal data warehouse, and this is where we pay off the value of saying we give you surgical control over your data. You can define in the query params, the header of the body, exactly what data you want to send where. And then lastly, this is a Facebook conversion API built by Facebook engineers. And this is the data that we’re sending directly to Facebook. I’ve populated these different fields, and I can send the data I want or not send data that’s not necessary, once again, giving me very granular control. And once again, this is another extension built by a partner that sends data to Google Analytics. So with that, I’m going to get into the demo itself. What you see on the left-hand side of my screen is my locally deployed website. This is where I have Launch Deployed. And on this screen, there is no other code deployed. There’s no Facebook code, no Google Analytics code, no ÃÛ¶¹ÊÓƵ Analytics code, no webhook code, only the AEP Web SDK, which sends data to our edge. So I’m just going to reload this page, and we should see data. We see that the data has already been received by…this is my data warehouse. I’m just using a webhook to symbolize that. And we’ll also notice down here that the data was received by Google Analytics. And here is the hit here from ÃÛ¶¹ÊÓƵ Analytics. Sometimes ÃÛ¶¹ÊÓƵ Analytics takes 30 seconds, so let’s watch that. But you’ll notice that we didn’t get a hit on Facebook. That’s because a form submission did not happen. So I’m going to go to Book Now, and I’m going to fill out this form. I’ll put my first name, last name here, and jatadobe.com. And I’ll put my email here along with a message of, hello, everyone. And sometimes Facebook is a little bit latent, so we’ll see if this makes it there quickly. But I’ll also show you while this is loading up. We’ll see that here, actually on the data warehouse, it was received already. So when I come over here, you’ll notice that when I scroll down to the payload, here’s the original data that I put in the form. But where is that enrichment data? When I click this hit, you’ll notice that here, past vacations and whether today is present. The reason why this matters is because this data wasn’t on the client device originally. It was enriched by real-time CDP connections. Now, some of you might be wondering, well, John, if all this is executing on the server side, then how do I gain transparency into what’s happening? How do I troubleshoot this? The answer to that question is the AEP debugger. I’m signing into this tool right now. It’s a web browser extension. And this will give you insight into what’s happening on our edge network. So when I hit refresh on the page, the logs that you see here, these are the raw logs from our server. And so if I fill out this form one more time, then we’ll see that the data is received by Facebook. So I’ll just put a dummy number here and hello. Let’s clear out these events because there’s a lot happening, as you can see on the server side, when I hit send. If I scroll through here, then we should see the Facebook response from the endpoint showing a 200. Here’s one from Google. The 200 response means it was successful. Here’s the enrichment call giving us a 200. And down here is the webhook. And here is the Facebook call with a 200 response. Like I said, sometimes the event manager here takes a couple of minutes to show that information. So I hope in this quick demo, you were able to see how real-time CDP gives you confidence in a world without third-party cookies by enabling certain use cases. What I showed here was durable identifiers and how you can still do conversion tracking without third-party cookies. I hope you’ve seen how the system operates very quickly to allow you to collect and send data to a destination to enable real-time use cases. I hope that you’ve seen we’re giving you control over what data to send where to respect consumer data rights and also transparency into our system by giving you the debugger and showing you exactly what real-time CDP is doing on the server side. So with that, I will wrap up. And we’ll open it up for Q&A. All right, thank you so much, John. Let me go back and share my camera. Great. So thank you all for attending. I know that we went a bit over. And so I’m going to give you a few minutes to type your questions. And while you do that, we’re going to start answering a couple that we’ve received before. And one that I do want to mention is, can all of the client-side tags be migrated to server side? And so I’ll give you a bit of an answer. But John, I want you to also jump in, because John is actually the person creating all of those different extensions. And there is a misunderstanding sometimes in the industry thinking that, oh, if I have 14, 15 different tags on the client side, I can migrate all of them to server side. The caveat there is that we don’t have, like John said, we don’t have a magic wand. We can’t change the destination for them. It has to come from the partner, just like Facebook created the conversions API or Google created the enhanced conversions API. The destination needs to be ready to be sent the data server side. And so I don’t know, John, if you want to add anything. But that’s something that I think everyone should be aware of. Sure, yeah. I think that the crux of this is captured in a lot of Jeff’s talk track. As you look at your different client-side tags, the question to ask is, is that client-side tag using any data from a third-party cookie? Because if it is, a lot of times these partners will do some ID syncing or will generate their own proprietary ID. And they use that ID to identify the users within their platform. Then that’s not a good candidate to move server side. And the recommendation there, you as customers have the most power. As you ask these vendors questions like, what are you doing to prepare for a cookie-less world? That will help them prioritize that on their roadmap. I mean, the vendors that we’ve seen who have developed conversion APIs that don’t need a proprietary ID generated from the website but can receive an ID from the customer are companies like Facebook and Snapchat. And Yahoo is working on one. And TikTok has an integration. So these partners, these walled gardens, typically have email address in their system. So the way that all of this works, like let’s say you’re a brand and you capture an email address, when you hash that email address and send it to ÃÛ¶¹ÊÓƵ and then we send it over to this walled garden, then they look in their database. And as they hash their emails and when two hashes of the same email match, they know, oh, the person who converted on this site, this is who they are in my platform. But a lot of these vendors don’t have the advantage of logged in users, which makes that hard. So once again, in summary, not all tags from the client side should be moved to the server side. It really depends on whether or not that tag can operate without any identifiers that are only available on the client side. And it’s usually from a third party cookie. Jeff, anything to add to that? I mean, I think you covered it, John. I think the key thing for customers to reinforce one of the things that you mentioned is that there’s a lot involved with moving from this whole ecosystem of advertising and customer acquisition and driving some of these key use cases with third party cookies as the foundation. And so advertising companies and ad networks and brands and vendors like ÃÛ¶¹ÊÓƵ, everyone’s trying to move in the right direction to support businesses to deal with these changes. Third party cookies really just being one of them, but the whole idea of moving data collection from the browser or the device as a visitor is actually interacting with your business. Moving data collection from that environment over to a server to server connection where some of those events are then not necessarily forwarded directly to the vendor from the browser or the device, but they’re sent to ÃÛ¶¹ÊÓƵ along with all the other data our customer is sending. And then through the features that you described with event forwarding, they then send those on to the vendor, whether that’s Facebook or Twitter or TikTok or some other destination. Not every company, just like you mentioned, like TikTok or Facebook is ready to receive exactly the same data from a server that they’re already receiving from a client. They’ve started working on that pretty much across the board, but not every vendor is really ready to do that today to support every use case that our customers might need to implement. So as a business, an ÃÛ¶¹ÊÓƵ customer, the key thing, again, is to really think about what are the use cases you are trying to activate and leverage? What are you trying to accomplish, whether that’s customer acquisition or engagement or trying to improve loyalty and retention, and then sort of break it down from there and see exactly what data you need to support and how the different vendors you work with prefer to receive that data.

Thank you, Jeff and John. And absolutely, I think understanding what the product can do is key and understanding use cases to make sure that you can be successful with those different use cases. I think, Jeff, you answered this one, but we should bring it up to everyone. Someone asked if this can be used in website personalization.

Yeah, so that’s a tough question to answer in the six minutes we have left. And website personalization obviously includes a lot of moving parts and that means different things to different customers, but at a very high level, there are absolutely use cases where you would use event forwarding within a personalization use case. One of the biggest things obviously is that John showed in his demo, which is the enrichment of events. And so important thing to realize, one of the real powerful features of event forwarding is you can make a sequence of out and back requests from event forwarding on ÃÛ¶¹ÊÓƵ’s architecture, on our systems. You don’t have to spin up any servers or applications or things to do that. You can just do that on our infrastructure using the tool. And so you can say, for example, you get an event that happens on a site and then in event forwarding, you may send that out to request additional information. You may do that multiple times. And then eventually the ultimate payload of data goes maybe to a back end system or your CRM system. And so absolutely enhancing data around a visitor interaction is something that’s involved very heavily in personalization use cases for next best offer types of things. So yeah, this absolutely has a place in that world for sure.

Thank you, Jeff. I think there’s- Go ahead, John. Go ahead, Gabriel.

No, I was gonna end it. So if you feel like there’s one more question that I missed. Yeah, I think there’s a few more questions. I think there’s one question here. Can I pull data using JavaScript from the client and send through your CDP? Example, local storage cookies, scrape the screen, et cetera. Yes, you can. So all of that data inside of our tag management system, which is tags, free-to-use, which is tags previously known as launch, can get all the data that you mentioned. We even have specific data elements to capture that. And in fact, tags is available to any ÃÛ¶¹ÊÓƵ customer complimentary. And so you probably have access to it right now. If you go to launch.adobe.com, you should be able to access it and start tinkering around with the product. So good question.

There’s another question here. Jeff, I don’t know the answer to this, so I’ll read it. And if we don’t know the answer, then we can follow up after the call.

Could you touch on how it would work with iCloud private relay, where Apple devices even hide the private relay, it’s in beta.

What is the impact there? And when it’s on, you can browse the web in a more secure and private way. Jeff, have you read anything about iCloud’s private relay before? I have not. So it’s a way to obfuscate or like I think someone posted it, it quote unquote sort of hides the IP address of the request. And so if you’re on an Apple device, or if you’re in Safari and you’re using the private relay, then your IP address is obfuscated. And so of course your location is affected and impacted. So anything you’re doing that they should where you’re using visitor locations specifically, or IP address specifically, if you’re keying off of that, then private relay absolutely impacts that. This, just to be clear, event forwarding and the things we’ve discussed today are not intended to be, nor should they be considered a workaround or a way around any of the browser or device restrictions for many manufacturers, whether that’s Apple or Google, et cetera. These are tools to implement your use cases in a way that complies with the restrictions that those companies are implementing. So yes, private relay makes an impact for sure. There are other ways to deal with those data points, but this is, we’re not advocating sort of a workaround. We’re just giving you other tools to maybe implement things like personalization or data enrichment. Awesome, Ted. Yeah, and maybe something else to note on that front is just 100% right, these tools aren’t meant to circumvent regulation or data privacy recommendations. Something that we focus on collecting data from the web, we can also collect data from mobile devices and also even servers. We have a server API that just released, and coupled with that is a cool feature called first party ID. And so giving the power to the user to you as a customer, as a brand, to own your own identifier, so that you can have control over what data you want to share when. And so ÃÛ¶¹ÊÓƵ now supports that. Once again, there is impact here for obfuscation of IP address. And in fact, we’re building in, inside of our tooling, more controls to give you the ability to obfuscate IP address, even now, if that’s something that your privacy teams want. And so we’re kind of, we’re staying in the know on these requests from the market and adding them into our product set. Good question. And to sort of finish off or add to John’s point, remember that this session today, about the first mile of data collection to really power these digital experiences and these use cases is really just the tip of the iceberg. Once you get into more involved use cases that require profile data, working with large data sets of profile data, and you’re trying to activate on different profiles and do things like segment match and make offers and control journeys, that’s where we start to move the conversation from RT-CDP connections, which we’ve been talking about today, more towards a full customer data platform use case that would be supported by our real-time customer data platform applications, which I believe we’ll be discussing in future sessions, Gabriel, if I’m not mistaken. That’s great. So let’s end with that last question, because I think it’s very relevant. A lot of people are wondering what’s happening with the hybrid migration, meaning some people are keeping their client side tags, but also adding server side. And we see that quite a bit. And so John, Jeff, do you wanna talk about, is this recommended? Is this, a lot of people, they feel like they have, it fills all the gaps, but knowing that the deprecation of third-party cookies is increasing, it might not be the case in a couple of years. So one example that a lot of customers bring up, as soon as we start having this conversation of client side, server side, and maybe a hybrid is Facebook. Facebook themselves have announced that they’re deprecating their pixel technology in response to a lot of these third-party cookie changes. And they’re recommending that people move towards this conversion API with more server to server solution. And of course, with the Facebook conversion API event following extension, that’s the whole point is now removed towards a server side implementation. There was a question earlier about a hybrid approach. And generally we recommend leaving the client side code and adding the server side process as a part of a migration strategy away from client side, deploying the client side pixel and more towards a server to server integration, which is what Facebook recommends. But once you get beyond Facebook and you go towards the larger ecosystem with other vendors, and you start to think about, what’s gonna be done in the client, what’s gonna be on the server. The key thing to remember is John highlighted is that through tags, our client side tag management system, or through a server to server, whether it’s our new edge APIs, whether your servers are sending directly to our servers, or if you have some approach where you’re sending some data from the client to the edge, and then out with event forwarding, regardless of your data flow, and regardless of the different ÃÛ¶¹ÊÓƵ products that are touching your site and touching your visitors and applications, these tools all offer very precise controls so that you decide what data is collected at what point in the process and where it goes, whether that’s applying labels in RT CDP for privacy and consent and control and governance, or that’s picking some data points up from client side and some data points up from the server, which then go on to their destination. The key thing is to remember you have control. We don’t really force that on any customers. So it depends on your specific use cases, but in general, as vendors mature their server to server data ingestion capabilities, you’ll see more and more vendors start to talk about and promote more of a straight server to server implementation and moving away from the client side. But again, that’s use case and vendor specific. Awesome. Thank you, Jeff. And thank you all for attending. Make sure to tune in for next week. Like I said, you can, we’ll have the topic around selecting the right CDP customer data platform for success. And the following week we’ll have how to be successful, how to get value from that CDP. So thanks again. Feel free to go to the related content widget for more information or contact us directly. I move back to you.

Okay.