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Adobe Experience Platform Launch (now Adobe Experience Platform Tags) is Adobe's tag manager successor to DTM. It is loaded from assets.adobedtm.com and orchestrates Adobe Analytics, Adobe Target, Audience Manager, the Adobe Web SDK and third party marketing tags through extensions, rules and data elements.
Adobe Experience Platform Launch, now branded Adobe Experience Platform Tags, is Adobe''s server side and client side tag manager. It is the successor to Adobe DTM and the recommended way to deploy the Adobe Web SDK (alloy.js), Adobe Analytics, Adobe Target and any third party marketing pixel. Launch ships with an extension model, rules, data elements and a publish workflow that supports development, staging and production environments.
Launch itself does not set tracking cookies but Adobe receives the visitor IP and user agent when serving the library from assets.adobedtm.com. The tools deployed through Launch set the cookies (Analytics: s_cc, s_sq, s_vi, AMCV_; Target: mbox; Audience Manager: demdex; Web SDK: kndctr_<orgID>_AdobeOrg_identity) and process behavioural data, custom events and persistent identifiers including the Experience Cloud ID.
The lawfulness analysis follows the downstream tools. Adobe Analytics, Target, Audience Manager and most marketing tags rely on cookies and identifiers that fall under Article 5(3) of the ePrivacy Directive and process personal data under Article 6 GDPR. Loading the Launch library itself transmits IP and user agent to Adobe in the United States, which already constitutes a processing operation.
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All analytics, personalisation and marketing tags fired by Launch require prior, informed, freely given consent. Use the Adobe Consent extension or a third party CMP extension (OneTrust, Cookiebot, Didomi) inside Launch to gate rules on the consent state. The Adobe Web SDK in particular supports buffering events until the visitor accepts the analytics or marketing categories.
Launch and the Adobe Tags admin UI are operated by Adobe Inc. in the United States. The Web SDK supports EU data collection regions (Dublin, Amsterdam) but the Experience Cloud Identity Service and customer identity graphs still depend on US infrastructure. Adobe relies on the EU US Data Privacy Framework and Standard Contractual Clauses for transfers; document a Transfer Impact Assessment where Launch handles sensitive use cases.
Install the Adobe Consent extension or a CMP extension in Launch, attach rules so that analytics and marketing tags only fire after consent, prefer the Adobe Web SDK with its consent extension rather than legacy AppMeasurement when migrating, route data through EU data collection regions where the Web SDK supports them, document Launch in your record of processing and reference Adobe as a processor in your privacy notice.
Websites using Adobe Experience Platform Launch must obtain user consent under GDPR regulations.
DPIA considerations
Launch is the orchestration layer; the DPIA risk concentrates in the downstream tools (Adobe Analytics, Adobe Target, Audience Manager, advertising pixels). A DPIA is appropriate when Launch is deployed at enterprise scale or when it loads profiling tools combined with the Experience Cloud Identity Service. Document the complete tag inventory before assessing Art. 35 GDPR obligations.
Sample consent text
We use Adobe Experience Platform Launch to load Adobe Analytics, Adobe Target and other tags on this site. These tools collect behaviour and device data processed by Adobe Inc. in the United States and partner platforms. Please confirm your consent below.
Third-party domains contacted
assets.adobedtm.comadobedc.netomtrdc.netdemdex.netedge.adobedc.netCookies placed
| Name | Type | Duration | Purpose |
|---|---|---|---|
| AMCV_<orgID>@AdobeOrg | Analytics / Personalisation (Experience Cloud ID via Web SDK) | 2 years | Stores the Experience Cloud ID synchronised across Adobe Experience Cloud products |
| kndctr_<orgID>_AdobeOrg_identity | Analytics / Personalisation (Web SDK identity) | 2 years | First party identity cookie set by the Adobe Web SDK to maintain the ECID |
| s_ecid | Analytics (legacy) | 2 years | Legacy Experience Cloud ID cookie used by older AppMeasurement integrations |
| mbox | Personalisation (Adobe Target) | 2 years | Used by Adobe Target when launched through Launch to maintain visitor segmentation |
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Launch itself does not set tracking cookies. The tools it deploys do: Adobe Analytics (s_cc, s_sq, s_vi, AMCV_), Adobe Target (mbox), Audience Manager (demdex) and the Adobe Web SDK identity cookie (kndctr_<orgID>_AdobeOrg_identity).
Yes for any tag in the analytics, personalisation or marketing categories. Strictly necessary functional tags can rely on legitimate interest but personalisation and analytics tags loaded via Launch require prior, informed, freely given consent.
Art. 6(1)(a) GDPR consent for analytics, personalisation and marketing tags loaded by Launch. Even the loading of the Launch library transmits IP and user agent to Adobe, which counts as processing and must be covered by consent.
Yes. The Launch library and configuration are served from US Adobe infrastructure. Downstream tools may transfer data to Adobe in the US or to third parties. Adobe relies on the EU US Data Privacy Framework and SCCs. The Web SDK supports EU collection regions for some workloads.
A DPIA is appropriate when Launch deploys profiling tools (Adobe Target, Audience Manager, Customer Journey Analytics) at scale or combines them with the Experience Cloud Identity Service. Document the full tag inventory before deciding.
Install the Adobe Consent extension or a CMP extension (OneTrust, Cookiebot, Didomi), gate analytics and marketing rules on the consent state, prefer the Adobe Web SDK with its consent extension, use EU collection regions where available and document Launch in your record of processing.
Yes: Google Tag Manager, Tealium iQ, Matomo Tag Manager, Piwik PRO Tag Manager, Commanders Act and Klaro for privacy first deployments. Switching tag manager only addresses the orchestration layer, you still need to comply with each downstream tool.
List each tool that Launch deploys and disclose its purpose, retention and recipients separately. Reference Adobe Tags as the orchestration layer and Adobe Inc. as the processor of telemetry. Provide a link to manage consent and to your CMP preferences screen.