Skip to main content

Brands look to personalization to reach customers, but at what cost to privacy?

adobe summit 2019

The days of blanket advertising are all but over. Increasingly, advertising and other messaging will be addressed directly to you and will cater to your needs and desires. This is part of the new move toward personalization in the way that brands seek to connect with potential customers. But, as a consumer, it also means you have to surrender a degree of privacy.

Most brands are not taking this transaction lightly, however, and are programming communications to add value to the user. This exchange between brand and customer isn’t there just to bombard the customer with ads, or put privacy at risk. Instead, personal information is used, in many cases, to set up profiles so that the customer doesn’t have to repeatedly give the same information, and so that future communication becomes increasingly relevant.

This practice was among the topics discussed at Adobe Summit, an advertiser- and marketer-focused conference held for Adobe partners annually in Las Vegas. Personalization was the focus at this year’s keynote, as many Adobe partners took the opportunity to demonstrate their wares to highlight how advertisers can best implement personalization while still addressing privacy concerns.

These personalized experiences are powered through Adobe’s customer experience management segment of the Adobe Experience Platform, which helps advertisers manage messaging and obtain data to inform their progress. The platform uses artificial intelligence (A.I.) to run campaigns and determine success rates.

Advertisers are always trying to get to know their customer and to understand their needs, said Anjul Bhambhri, Adobe’s vice president of platform engineering.

adobe summit

Each interaction brings a customer closer to the brand, and examples of personalization and customer experience done right are numerous. Some cases include an auto manufacturer or car dealership allowing a user to configure a vehicle and even enter financing information using a mobile phone. When the buyer is finally ready to sign the agreement, he doesn’t need to give over his information all over again, and the transaction process is streamlined.

Customers are “buying without actually stepping foot in a showroom,” said Jason Woosley, vice president of commerce product and platform, experience business at Adobe. “This is happening across every single industry.”

Personalization doesn’t have to be one-sided and only benefit the advertiser. Financial companies are also able to use personalization to the benefit of consumers. A bank can create a conversation with a customer who shows intent to take out a loan. In this case, the bank can gather information, run credit checks, and even have a borrower sign on the line through a mobile phone.

For purchases of lower commitment, such as a pair of shoes, brands can still cater to a customer better through the gathering of personal data. A customer might browse for a new pair of kicks on a mobile device, and then receive more detailed information on those shoes when in a physical retail store.

Adobe Summit SNEAKS 2019 | #AugmentedOffers

Adobe is taking this even further with Augmented Reality (AR). This technology allows a user to browse from virtual shoes while in the store and check to see which styles are available in current inventory all from his/her phone.

Adobe helps brands by providing software and services to help companies track interactions and responsibly keep data that will aid future transactions and relationship building. The company sees a strong future in this relationship building.

“The delights people are getting through customer experiences are only possible through personalization,” said Shantanu Narayen, president and CEO of Adobe.

Enid Burns
Enid Burns is a freelance writer who has covered consumer electronics, online advertising, mobile, technology electronic…
How to make a GIF from a YouTube video
woman sitting and using laptop

Sometimes, whether you're chatting with friends or posting on social media, words just aren't enough -- you need a GIF to fully convey your feelings. If there's a moment from a YouTube video that you want to snip into a GIF, the good news is that you don't need complex software to so it. There are now a bunch of ways to make a GIF from a YouTube video right in your browser.

If you want to use desktop software like Photoshop to make a GIF, then you'll need to download the YouTube video first before you can start making a GIF. However, if you don't want to go through that bother then there are several ways you can make a GIF right in your browser, without the need to download anything. That's ideal if you're working with a low-specced laptop or on a phone, as all the processing to make the GIF is done in the cloud rather than on your machine. With these options you can make quick and fun GIFs from YouTube videos in just a few minutes.
Use for great customization
Step 1: Find the YouTube video that you want to turn into a GIF (perhaps a NASA archive?) and copy its URL.

Read more
I paid Meta to ‘verify’ me — here’s what actually happened
An Instagram profile on an iPhone.

In the fall of 2023 I decided to do a little experiment in the height of the “blue check” hysteria. Twitter had shifted from verifying accounts based (more or less) on merit or importance and instead would let users pay for a blue checkmark. That obviously went (and still goes) badly. Meanwhile, Meta opened its own verification service earlier in the year, called Meta Verified.

Mostly aimed at “creators,” Meta Verified costs $15 a month and helps you “establish your account authenticity and help[s] your community know it’s the real us with a verified badge." It also gives you “proactive account protection” to help fight impersonation by (in part) requiring you to use two-factor authentication. You’ll also get direct account support “from a real person,” and exclusive features like stickers and stars.

Read more
Here’s how to delete your YouTube account on any device
How to delete your YouTube account

Wanting to get out of the YouTube business? If you want to delete your YouTube account, all you need to do is go to your YouTube Studio page, go to the Advanced Settings, and follow the section that will guide you to permanently delete your account. If you need help with these steps, or want to do so on a platform that isn't your computer, you can follow the steps below.

Note that the following steps will delete your YouTube channel, not your associated Google account.

Read more