Adobe

Overview

Adobe provides enterprise-grade digital analytics and marketing technology through Adobe Analytics, Adobe Experience Cloud, and Adobe Experience Platform Launch (tag management). Large organizations deploy Adobe's suite for behavioral analytics, audience segmentation, A/B testing, personalization, and omnichannel marketing automation. The suite comprises multiple distinct products with different consent implications.

What This Script Does

Adobe Analytics (AppMeasurement.js) Adobe Analytics loads AppMeasurement.js (or s_code.js on older implementations) from the customer's CDN or from assets.adobedtm.com. It instruments every page interaction and sends data to Adobe's collection servers at {customer}.sc.omtrdc.net or {customer}.d3.sc.omtrdc.net. Data collected includes:

• Page views, page names, and section hierarchy (eVars, props)
• Events: clicks, form submissions, scroll depth, video plays, custom events
• Products viewed, added to cart, and purchased (with revenue values)
• Internal search terms and result counts
• Session entry/exit pages and referrer URLs
• Browser, OS, screen resolution, language, and connection type
• Custom conversion variables (eVars 1-250) and traffic variables (props 1-75)

Cookies set:

• s_vi (first-party or third-party, 2 years) — Adobe Analytics visitor identifier, the primary cross-session identifier
• s_fid (first-party, 2 years) — fallback visitor ID when s_vi cannot be set
• s_cc (first-party, session) — cookie check to verify cookies are enabled
• s_sq (first-party, session) — ClickMap / Activity Map link tracking data
• s_ecid (first-party, 2 years) — Experience Cloud ID for cross-product identity resolution

Data is sent to {client}.sc.omtrdc.net collection endpoints.

Adobe Experience Platform Launch / Tags Adobe Launch (assets.adobedtm.com) is a tag management system that loads additional JavaScript based on rules. It may load Adobe Analytics, Adobe Target, the Experience Cloud ID Service, and third-party tags. Launch itself sets no analytics cookies but acts as the loader for the entire Adobe stack.

Adobe Target (A/B Testing and Personalization) Adobe Target loads at.js and contacts {client}.tt.omtrdc.net to fetch personalization decisions and A/B test assignments before the page renders (to prevent flicker). It sets:

• mbox (first-party, 2 years) — Adobe Target visitor identifier for personalization consistency
• mboxPC (first-party, 2 years) — persistent visitor profile for cross-session personalization

Adobe Audience Manager (DMP) If deployed, Audience Manager uses dpm.demdex.net (a third-party domain) to set the demdex cookie (third-party, 180 days), which tracks users across participating websites for audience segmentation and data marketplace purposes. This is Adobe's cross-site tracking cookie.

Experience Cloud Identity Service The ECID service assigns a universal visitor ID across all Adobe products, stored in s_ecid (first-party) and synchronized with the Adobe device graph via dpm.demdex.net.

Consent & Compliance

GDPR/ePrivacy: Adobe Analytics requires explicit opt-in consent — it sets persistent visitor cookies and processes detailed behavioral data. Adobe Target requires consent for A/B testing that involves personalization profiling. Adobe Audience Manager's use of demdex (a third-party cross-site tracking cookie) requires consent and is subject to heightened regulatory scrutiny. Adobe supports the IAB TCF framework and provides consent integration points in Experience Platform Launch.

CCPA/CPRA: Behavioral data collection for audience segmentation (Audience Manager) and analytics profiling (Adobe Analytics) may constitute sharing of personal information. Adobe processes data as a service provider under CCPA when operating under a data processing agreement.

EU-US Data Transfers: Adobe Inc. participates in the EU-US Data Privacy Framework (DPF) and offers Standard Contractual Clauses.

IAB TCF: Adobe Analytics maps to IAB TCF Purposes 1 and 7. Adobe Audience Manager maps to Purposes 1, 2, 3, and 4. Adobe is a registered IAB TCF vendor (Vendor ID 708 for Adobe Advertising).

Consent category: Analytics (Adobe Analytics, Target), Marketing (Audience Manager, advertising), and Functional (Launch tag manager when used to deliver consent-gated functionality).

Should You Block This Without Consent?

Yes. Adobe Analytics, Adobe Target, and Adobe Audience Manager all track individual user behavior extensively. Block them until the appropriate consent categories are granted. Adobe Launch (the tag manager) should itself be loaded only after consent is established — or configured to conditionally fire tags based on consent state — because Launch controls what third-party tags fire across the page.