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Adobe’s new Marketing Cloud Visitor ID: How Does it Work?

Demystified.

A few months ago, I wrote a series of posts about cookies – how they are used in web analytics, and how Google and Adobe (historically) identify your web visitors. Those two topics set the stage for a discussion on Adobe’s current best practices approach for visitor identification.

You’ll remember that Adobe has historically used a cookie called “s_vi” to identify visitors to your site. This cookie is set by Adobe’s servers – meaning that by default it is third-party. Many Adobe customers have gone through the somewhat tedious process of allowing Adobe to set that cookie from one of their own subdomains, making it first-party. This is done by having your network operations team update its DNS settings to assign that subdomain to Adobe, and by purchasing (and annually maintaining) an SSL certificate for Adobe to use. If that sounds like a pain to you, you’re not alone. I remember having to go through the process when I worked at salesforce.com – because companies rightly take their websites, networks, and security seriously, what is essentially 5 minutes of actual work took almost 3 months!

So a few years back, Adobe came up with another alternative I discussed a few months ago – the “s_fid” cookie. This is a fallback visitor ID cookie set purely in JavaScript, used when a browser visiting a website still on third-party cookies rejected Adobe’s cookie. That was nice, but it wasn’t a very publicized change, and most analysts may not even know it exists. That may be because, at the time it happened, Adobe already had something better in the works.

The next change Adobe introduced – and, though it happened well over a year ago, only now am I starting to see major traction – was built on top of the Demdex product they acquired a few years ago, now known as Adobe Audience Manager (AAM). AAM is the backbone for identifying visitors using its new “Marketing Cloud” suite, and the Marketing Cloud Visitor ID service (AMCV) is the new best-practice for identifying visitors to your website. Note that you don’t need to be using Audience Manager to take advantage of the Visitor ID service – the service is available to all Adobe customers.

The really great thing about this new approach is that it represents something that Adobe customers have been hoping for for years – a single point of visitor identification. The biggest advantage a company gains in switching to this new approach is a way to finally, truly integrate some of Adobe’s most popular products. Notice that I didn’t say all Adobe products – but things are finally moving in that direction. The idea here is that if you implement the Marketing Cloud Visitor ID Service, and then upgrade to the latest code versions for tools like Analytics and Target, they’ll all be using the same visitor ID, which makes for a much smoother integration of your data, your visitor segments, and so on. One caveat is that while the AMCV has been around for almost 2 years, it’s been a slow ramp-up for companies to implement it. It’s a bit more challenging than a simple change to your s_code.js or mbox.js files. And even if you get that far, it’s then an additional challenge to migrate to the latest version of Target that is compatible with AMCV – a few of my clients that have tried doing it have hit some bumps in the road along the way. The good news is that it’s a major focus of Adobe’s product roadmap, which means those bumps in the road are getting smoothed out pretty quickly.

So, where to begin? Let’s start with the new cookie containing your Marketing Cloud Visitor ID. Unlike Adobe’s “s_vi” cookie, this cookie value is set with JavaScript and will always be first-party to your site. However, unlike Google’s visitor ID cookie, it’s not set exclusively with logic in the tracking JavaScript. When your browser loads that JavaScript, Adobe sends off an additional request to its AAM servers. What comes back is a bit of JavaScript that contains the new ID, which the browser can then use to set its own first-party cookie. But there is an extra request added in (at least on the first page load) that page-load time and performance fanatics will want to be aware of.

The other thing this extra request does is allow Adobe to set an additional third-party cookie with the same value, which it will do if the browser allows. This cookie can then be used if your site spans multiple domains, allowing you to use the same ID on each one of your sites. Adobe’s own documentation says this approach will only work if you’ve set up a first-party cookie subdomain with them (that painful process I discussed earlier). One of the reasons I’ve waited to write this post is that it took awhile for a large enough client, with enough different sites, to be ready to try this approach out. After a lot of testing, I can say that it does work – but that since it is based on that initial third-party cookie, it’s a bit fragile. It works best for brand-new visitors that have no Adobe cookies on any of your website. If you test it out, you’re likely to see most visits to your websites work just like you hoped – and a few where you still get a new ID, instead of the one stored in that third-party cookie. There’s a pretty crazy flow chart that covers the whole process here if you’re more of a visual learner.

Adobe has a lot of information available to help you migrate through this process successfully, and I don’t want to re-hash it here. But the basics are as follows:

• Request from Adobe that they enable your account for the Marketing Cloud, and send you your new “Org ID.” This uniquely identifies your company and ensures your visitors get identified correctly.
• If you’re using (or want to use) first-party cookies via a CNAME, make sure your DNS records point to Adobe’s latest regional data center (RDC) collection servers. You can read about the details here .
• If your migration is going to take time (like if you’re not using tag management or can’t update all your different implementations or sites at the same time), work with Adobe to configure a “grace period” for the transition process.
• Update your Analytics JavaScript code. You can use either AppMeasurement or H code – as long as you’re using the latest version.
• Deploy the new VisitorAPI JavaScript library. This can happen at the same time you deploy your Analytics code if you want.
• Test. And then test again. And just to be safe, test one more time – just to make sure the data being sent back to Adobe looks like you expect it to.

Once you finish, you’re going to see something like this in the Adobe Debugger:

There are two things to notice here. The first is a request for Adobe Audience Manager, and you should see your Marketing Cloud Org ID in it. The other is a new parameter in the Analytics request called “mid” that contains your new Marketing Cloud Visitor ID. Chances are, you’ll see both those. Easy, right? Unfortunately, there’s one more thing to test. After helping a dozen or so of my clients through this transition, I’ve seen a few “gotchas” pop up more than once. The Adobe debugger won’t tell you if everything worked right, so try another tool like Charles Proxy or Firebug, and find the request to “dpm.demdex.net.” The response should look something like this if it worked correctly:

However, you may see something like this:

If you get the error message “Partner ID is not provisioned in AAM correctly,” stop your testing (hopefully you didn’t test in production!). You’ll need to work with Adobe to make sure your Marketing Cloud Org ID is ”provisioned” correctly. I have no idea how ClientCare does this, but I’ve seen this problem happen enough to know that not everyone at Adobe knows how to fix it, and it may take some time. But where my first 4-5 clients all had the problem the first time they tested, lately it’s been a much smoother process.

If you’ve made it this far, I’ve saved one little thing for last – because it has the potential to become a really big thing. One of the less-mentioned features that the new Marketing Cloud Visitor ID service offers you is the ability to set your own unique IDs. Here are a few examples:

• The unique ID you give to customers in your loyalty program
• The unique ID assigned by your lead generation system (like Eloqua, Marketo, or Salesforce)

You can read about how to implement these changes here, but they’re really simple. Right now, there’s not a ton you can do with this new functionality – Adobe doesn’t even store these IDs in its cookie yet, or do anything to link those IDs to its Marketing Cloud Visitor ID. But there’s a lot of potential for things it might do in the future. For example, very few tools I’ve worked with offer a great solution for visitor stitching – the idea that a visitor should look the same to the tool whether they’re visiting your full site, your mobile site, or using your mobile app. Tealium’s AudienceStream is a notable exception, but it has less reporting capability than Adobe or Google Analytics – and those tools still aren’t totally equipped to retroactively change a visitor’s unique ID. But creating an “ID exchange” is just one of many steps that would make visitor stitching a realistic possibility.

I’ve intentionally left out many technical details on this process. The code isn’t that hard to write, and the planning and coordination with deploying it is really where I’ve seen my clients tripped up. But the new Marketing Cloud Visitor ID service is pretty slick – and a lot of the new product integration Adobe is working on depends on it. So if you’re an Adobe customer and you’re not using it, you should investigate what it will take to migrate. And if you’ve already migrated, hopefully you’ve started taking advantage of some of the new features as well!

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Using Adobe’s Marketing Cloud Visitor ID Service as a Common Identifier

Brian johnson, analyze your visitor across multiple sets of data sets.

In the world of digital analytics, the challenge of aligning multiple data sets is something we deal with every day. We’re always looking for a way to tie system X to system Y, system Y to system Z, and all of these systems to our web analytics data. Finding, or creating, a common key to tie these systems together can be, at best, challenging. At worst, it is nearly impossible.

With Adobe’s Marketing Cloud Visitor ID Service (MCVID) , this effort can be greatly simplified. The need to come up with a common ID/key is covered, and the API needed to tap into it already exists. Best of all, if you’re already using MCVID, you can start using the ID right away!

Assuming the MCVID service is up and running on your website, the visitor ID can be accessed using the code below:

Visitor.getInstance(‘ YOUR-UNIQUE-ORG-ID @AdobeOrg’).getMarketingCloudVisitorID();

The above API call returns the MCVID, which matches the “mid” value in calls to Adobe Analytics. Adobe Analytics is not required for this solution to work. Once the ID is retrieved, it can be passed to any system where a common ID/key is needed. For example:

• Third-party advertising
• Third-party analytics services
• Testing platforms
• Internal databases
• Voice of the Customer (VOC) tools

Once captured, the ID can be used to merge datasets to generate a complete view of customer activities. Marketing efforts can be tied to conversions. In-product activities can be associated with VOC data. Any two (or more) sets of data can be aligned at the Visitor level!

This obviously isn’t the only way to achieve this. So, my question to you is; What’s your approach? How do you make use of the data? I’d love to hear your thoughts! You can reach me on Twitter @bcj19 .

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Brian Johnson is the Evolytics Sr. Director of Analytics Development. Specializing in Adobe Analytics, Brian helps brands including QuickBooks, eHealth, and TurboTax get the most out of their web analytics.

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Adobe Analytics: Transitioning to managing users in the Experience Cloud

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WHEN: Tuesday November 27th,  09:30 (PDT) - 10:30 (PDT)

In this session you will learn about:

• What is Analytics User ID migration?
• Points to remember regarding User Migration – Before, During and After
• Updates to Analytics feature offerings in Admin Console
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This session is for Adobe Analytics users and data analysts looking to learn best practices in User ID migration.

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Import Adobe Audience Manager Segments for Ad Targeting

• Integration with Adobe Audience Manager

CREATED FOR:

Advertising DSP and Advertising Search, Social, & Commerce can each pull in metadata, hierarchy data, and unique audience data for all of an advertiser’s or agency’s Adobe audiences . This includes data for:

Adobe Audience Manager segments

Adobe Analytics segments that are published to Adobe Experience Cloud

Segments that are created using the Adobe Experience Cloud Audience Library

Segments that are created in Adobe Experience Platform and sent to Adobe Advertising via Audience Manager

To access Adobe audiences in DSP or Creative, you must import the audiences into DSP. To access Adobe audiences in Search, Social, & Commerce, you must import the audiences into Search, Social, & Commerce.

Prerequisites

The advertiser must implement the Adobe Experience Cloud Identity (ECID) Service version 2.0 or higher. The Identity Service provides a universal, persistent ID that identifies your visitors across all solutions in Experience Cloud.

Implementation includes adding the Identity service code to each webpage on the advertiser’s sites.

The organization must be enabled for Experience Cloud services and have an Experience Cloud Organization ID (formerly called IMS org ID).

The Organization ID allows organizations with multiple Adobe Experience Cloud products to share data among some of the products.

(Advertisers with Analytics) The advertiser must implement Analytics using appMeasurement.js version 1.6.4 or higher.

The advertiser’s website visitors don’t include a high volume of Apple Safari users.

(Recommended when the advertiser uses both Audience Manager and Analytics) To reduce calls to each webpage, remove existing Audience Manager Data Integration Library code for data collection and enable server-side forwarding for each Analytics report suite instead. For more information, see " Server-side forwarding overview .

(Recommended) For higher match rates, send only first-party website data to Adobe Advertising. If the advertiser bundles third-party data or offline data from a customer relationship management system, data leakage may reduce match rates.

Import Audience Manager Audiences to DSP

Steps to import audiences to dsp.

The Adobe account and data operations teams will perform the following steps.

The Adobe Account Team should configure the advertiser-level setting “Adobe Analytics Cloud.”

The Adobe Account Team should submit a request to the data operations team to import the organization’s Audience Manager segments using the Advertising DSP native API integration.

What Changes Result in Audience Manager?

The API automatically:

Creates two DSP destinations in Audience Manager:

Adobe Ad Cloud Cross-Channel (real-time)

Adobe AdCloud Cross-Channel (batch))

Maps the two destinations to all Audience Manager segments, allowing Audience Manager to share the segments with the DSP advertiser account that’s associated with the same Experience Cloud Organization ID used for Audience Manager.

The organization can optionally remove unneeded segments from the destinations within Audience Manager.

Adds the following exchange cookie-sync pixel to the organization’s Audience Manager container to improve the reach of customer campaigns:

• Adobe AdCloud: 411 (This comes standard and automatically as part of Identity Service version 2.0. Organizations with Identity Service versions below 2.0 should add this pixel to their Audience Manager container.

Import Audience Manager Audiences to Search, Social, & Commerce

Steps to import audiences to search, social, & commerce.

Adobe personnel will perform most or all of the following steps.

The Adobe Account Team should submit a request to the data operations team to set up an integration between Search, Social, & Commerce and Audience Manager. Include the names of the Audience Manager segments that you want to export to Search, Social, & Commerce.

Within Audience Manager, configure destinations for Search, Social, & Commerce:

Create two new destinations: Adobe Media Optimizer (HTTP) and Adobe Media Optimizer Batch Destination .

Media Optimizer is a former name for Search, Social, & Commerce.

Specify the segments for each of the destinations.

With the Automatically map all current and future segments option, all segments are mapped and synced daily.

The Manually map segments option allows you to manually map the segments to sync with the batch destination ( Adobe Media Optimizer Batch Destination ). No segments need to be manually mapped to the HTTP destination.

Within Search, Social, & Commerce, either the Search, Social, & Commerce implementation team or a user with the direct access client manager role should initiate the import from Search > Admin > Audience Manager Setup.

You’ll need to enter the organization’s Experience Cloud Organization ID (IMS org ID). The ID must be the same as the one used for the organization’s Audience Manager account.

The organization will see two Search, Social, & Commerce destinations in Audience Manager:

• Adobe Media Optimizer (HTTP)
• Adobe Media Optimizer Batch Destination)

Data Synchronization

The initial import takes about 24 hours. After the initial import, data is synced in real time, with a one- to two- second delay.

Where to Find Your Synced Segments

In DSP, segment names are organized by the Audience Manager taxonomy and available with the corresponding segment membership counts in:

Placement settings : On the Adobe Segments tab of the Audience Targeting section.

In audience settings : On the Adobe Segments tab.

In Advertising Creative

In Creative, the segments are available in the experience settings for target nodes.

In Advertising Search, Social, & Commerce

In Search, Social, & Commerce, the segments are available when you create a Google audience using the Data Source “Adobe Audience” from Campaigns > Audiences > Library.

For each Google audience that you create, Google supplies the audience size.

• Adobe Advertising Integrations with Adobe Audience Manager

JK Rowling adds Holocaust denial to growing body of offenses

Harry Potter author J.K. Rowling’s transphobia has morphed into Holocaust denial, a charge — in the U.K. — that could land the accuser in court with a charge of libel.

That’s what almost happened to U.K. writer journalist Rivkah Brown, who is Jewish, after she called out Rowling for disputing the Nazi persecution of trans people.

Related: J.K. Rowling posts 700-word diatribe trying to justify her transphobia Rowling’s transphobia has only grown more unhinged over time.

“JK Rowling is questioning the well-documented fact that the Nazis targeted trans people,” Brown wrote.

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“She’s now a Holocaust denier.”

That observation on March 13, based on Rowling’s assertion that the infamous destruction of the Institute of Sex in Berlin by Nazi paramilitaries in 1933 was a “fever dream”, inspired the author to threaten to take Brown to court in the U.K., where libel law enables anyone who is well-funded to chill free speech.

“This, from @rivkahbrown, a journalist who wrote a tweet celebrating the Hamas attack of October 6th and was forced to apologize for it, is staggering,” Rowling tweeted hours later. “I’d be delighted to meet you in court, Rivkah, to discuss holocaust denial.”

A month later, Brown handed Rowling her mea culpa.

“On 13 March I tweeted that JK Rowling ‘is a Holocaust denier.’ That allegation was false and offensive. I have deleted it and apologize to JK Rowling.”

JK Rowling is a holocaust denier. https://t.co/tsWjix1m33 pic.twitter.com/31iU0cXeG5 — Serious trans vibes Comics (@AssignedMale) April 16, 2024

Now, for her Holocaust denial-denying efforts and threats of litigation, Rowling has been rewarded with a top-trending hashtag on X: “JK Rowling is a Holocaust”.

“Congrats to JK Rowling for using her endless wealth to force that one Jewish writer to retract her (correct) statement that JK Rowling is a Holocaust denier,” Kendall Brown posted to X. “You sure showed that one writer by making your Holocaust denial trend sitewide. Masterful gambit, ma’am!”

Several posters drew a parallel between Rowling’s actions and Barbra Streisand’s failed attempt to suppress a photograph of her cliffside Malibu estate, which drew exponentially more attention to the notoriously private singer and her seaside retreat than if she’d never brought it up.

Streisand effect strikes again! — Benjamin Dunn (@GrimmDunn) April 15, 2024

But it was X user Adeptus Econicus who may have best summed up Rowling’s latest self-harm, with a nod to Streisand’s Funny Girl :

“Oy vey.”

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