Adobe Experience Platform Launch
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.
What does Adobe Experience Platform Launch do?
What is Adobe Experience Platform Launch?
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.
Cookies and data collected
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.
GDPR and ePrivacy implications
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.
Consent requirements
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.
Data transfers
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.
Practical compliance steps
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.
Adobe Experience Platform Launch and the GDPR
Adobe Experience Platform Launch is classified as “Analytics”. On a site that targets European visitors, it must only load after the visitor consents, and it must be listed in your cookie policy.
- Legal basis
- Consent (Art. 6(1)(a) GDPR) for the tags deployed through Launch and for the IP address collected by Adobe when loading the library. Strictly necessary use cases (functional tags only) may rely on Art. 6(1)(f) but are rare in practice.
- Risk level
- high
- Applicable regulations
- GDPR, ePrivacy Directive (Cookie Law), CCPA, LGPD
Impact assessment (DPIA)
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 text for your banner
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.
What Adobe Experience Platform Launch sets and contacts
- Tracking method
- JavaScript tag management library loaded from assets.adobedtm.com, hosts customer configured extensions, rules, data elements and direct call rules; launches Adobe Analytics, Adobe Target, Audience Manager, the Adobe Web SDK and third party marketing tags; supports the official Consent Management extension family.
- Server location
- United States (Adobe Inc.), library and configuration served from the global Adobe Tags CDN (assets.adobedtm.com on Akamai). Adobe Launch has been rebranded Adobe Experience Platform Tags but continues to use the assets.adobedtm.com hostname for backward compatibility.
- Data transferred outside the EU
- The Launch library and configuration are delivered from US controlled Adobe infrastructure. Downstream tags (Adobe Analytics, Target, Audience Manager, Facebook, Google) typically transfer behavioural data to the United States or other third countries. Adobe relies on the EU US Data Privacy Framework certification and Standard Contractual Clauses.
Cookies set (4)
| 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 |
Third-party domains contacted (5)
assets.adobedtm.comadobedc.netomtrdc.netdemdex.netedge.adobedc.net
Frequently asked questions about Adobe Experience Platform Launch
Can't find your question? Write to us, we answer fast.
What cookies does Adobe Experience Platform Launch set?
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).
Is consent required for Launch?
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.
What is the legal basis?
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.
Does Launch transfer data outside the EU?
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.
Do I need a DPIA?
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.
How do I deploy Launch compliantly?
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.
Are there alternatives to Launch?
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.
How do I update my cookie policy for Launch?
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.
Session Rewind
Session Rewind is an analytics and measurement platform providing deep insights into digital ecosystem performance. It tracks user interactions, measures campaign effectiveness, and identifies optimization opportunities across web and mobile. Session Rewind offers customizable dashboards, automated alerts, and data export capabilities. By transforming raw data into actionable intelligence, Session Rewind empowers organizations to optimize strategy and maximize return on investment.
Detectizr
Detectizr is a digital analytics solution that helps businesses measure and understand their online performance through comprehensive data collection and analysis. It provides visitor tracking, behavioral insights, and conversion metrics across websites and applications. Detectizr supports custom event tracking, audience segmentation, and automated reporting. With intuitive dashboards and visualization tools, Detectizr enables informed decisions that improve experience and drive results.
Sitefinity Insight
Sitefinity Insight is a web analytics platform that provides businesses with actionable insights into website traffic, user behavior, and conversion performance. It offers real-time data collection, customizable dashboards, and advanced reporting to help organizations understand their audience. Sitefinity Insight supports event tracking, funnel analysis, and audience segmentation, enabling data-driven decision making that improves user experience and drives business growth across digital channels.
MetricsCube
MetricsCube is an analytics and measurement platform providing deep insights into digital ecosystem performance. It tracks user interactions, measures campaign effectiveness, and identifies optimization opportunities across web and mobile. MetricsCube offers customizable dashboards, automated alerts, and data export capabilities. By transforming raw data into actionable intelligence, MetricsCube empowers organizations to optimize strategy and maximize return on investment.
Tealium AudienceStream
Tealium AudienceStream is a foundational web service that powers critical website functions and digital experiences. It provides reliable infrastructure, seamless integration capabilities, and consistent performance across all devices and browsers. Tealium AudienceStream supports modern development practices and scales with growing business needs. With a focus on stability and compatibility, Tealium AudienceStream ensures your website delivers a smooth, uninterrupted experience to every visitor and.
HubSpot Analytics
HubSpot Analytics is a digital analytics solution that helps businesses measure and understand their online performance through comprehensive data collection and analysis. It provides visitor tracking, behavioral insights, and conversion metrics across websites and applications. HubSpot Analytics supports custom event tracking, audience segmentation, and automated reporting. With intuitive dashboards and visualization tools, HubSpot Analytics enables informed decisions that improve experience and drive results.
Make your site compliant today.
Free up to 25,000 sessions a month. No credit card, no commitment.