One of Adobe’s big launch­es in 2014 was the announce­ment of Adobe Core Ser­vices which lever­age the Adobe Mar­ket­ing Cloud to cre­ate a sin­gle Adobe mar­ket­ing Vis­i­tor ID across the Cloud. We could throw more sil­ly dig­i­tal mar­ket­ing jar­gon at you but we’d rather get to the fun part – what does it do and how do you enable it?

What does it do?

Several features launched with the announcement of the Adobe Marketing Cloud Visitor ID:

Cook­ies are no longer set via HTTP Head­ers, they are now set via JavaScript. (http://adobe.ly/1kX54gw)
This means that first-par­ty cook­ies no longer require mak­ing CNAME changes! Sim­ply upgrade to the Vis­i­tor ID ser­vice and you’re now run­ning a 1st par­ty cook­ie solu­tion. The only item to be aware of is if you are man­ag­ing mul­ti­ple domains (mysite.com, mybrandedsite.com, myunbrandedsite.com). If you are look­ing to tie vis­i­tor data across these domains, you will still need to go through the CNAME process.

Heart­beat Video track­ing is now avail­able for use with the Vis­i­tor ID. (http://adobe.ly/1kX56F7)
Heart­beat Video track­ing is Adobe’s lat­est and great­est method for track­ing video. It is priced dif­fer­ent­ly, so reach out to your Adobe team to make a change to your con­tract. How­ev­er, it is meant to actu­al­ly save you mon­ey! Adobe real­ized cus­tomers were using tons of serv­er calls to track video mile­stones: starts, 25%, 50%, 75%, com­pletes, etc. Heart­beat track­ing is charged on a “stream” basis. In essence, you only get charged per video start. After the ini­tial tag call for the video start, the new track­ing sys­tem sends a pulse of data to Adobe every 10 sec­onds – each of which is includ­ed in the video’s stream. So you’re not only going to save mon­ey in your con­tract, but you’ll have even more accu­rate Time Spent on Video data thanks to the gran­u­lar 10-sec­ond puls­es.

The Adobe Audi­ence Man­ag­er tool is now respon­si­ble for set­ting cook­ies.
Adobe Audi­ence Man­ag­er is Adobe’s Data Man­age­ment Plat­form and Adobe is giv­ing a piece of its tech­nol­o­gy away for free to Adobe Mar­ket­ing Cloud cus­tomers! As you can see in this dia­gram, Audi­ence Man­ag­er is the tech­nol­o­gy behind the new Vis­i­tor ID cook­ies:

Adobe Marketing Cloud ID

How do I enable this?

So we’ve sold you on the Adobe Marketing Cloud Visitor ID service. Now how do you enable it? Of course, it’s painless in DTM, but does require some steps:

  1. Con­tact Client Care to get your Mar­ket­ing Cloud Orga­ni­za­tion ID (MCOrg ID for short). This will be a lengthy, unfriend­ly, alphanu­mer­ic code assigned to your orga­ni­za­tion that ends in @AdobeOrg. There is gen­er­al­ly a 24-hour turn­around on this. 
  2. Ensure your scode is up to date: App­Mea­sure­ment ver­sion 1.3 or lat­er, scode H.27 or lat­er.
  3. If you haven’t already, migrate over to what Adobe calls “RDC” or Region­al Data Col­lec­tion.  In essence, this means your image requests are sent to .sc.omtrdc.net instead of .2o7.net. (http://adobe.ly/1lbP7TH)
  4. Log into your Admin Con­sole and get the VisitorAPI.js file from the Code Man­ag­er. This code can live in your scode file or in your Ana­lyt­ics scode tool in DTM, but it must be placed at the begin­ning of the file. 
  5. Con­fig­ure your Vis­i­tor ID ser­vice:

var vis­i­tor = new Visitor(“INSERT-MCORG-ID-HERE”);
* visitor.trackingServer = “INSERT-TRACKING-SERVER-HERE”; // same as s.trackingServer*
* visitor.trackingServerSecure = “INSERT-SECURE-TRACKING-SERVER-HERE”; //same as s.trackingServerSecure*
* s.visitor = Visitor.getInstance(“INSERT-MCORG-ID-HERE”); *

  1. Add a vari­able to help report on the suc­cess of the Vis­i­tor API get­ting set:

s.prop1 = (typeof(Visitor) != “unde­fined” ? “Vis­i­torAPI Present” : “Vis­i­torAPI Miss­ing”);

  1. Save to stag­ing in DTM, or pub­lish to your stag­ing envi­ron­ment and test! If you fol­lowed the steps prop­er­ly, you’ll see an mid para­me­ter pop­u­lat­ed with the Adobe tag. Ghostery will also show that Media Opti­miz­er (Adobe) is a tag on your page.

Don’t for­get to test prop­er­ly – this is a big change! Once done test­ing and you’re good to go – you’re now play­ing with Vis­i­tor ID pow­er!