Amid the recent controversy over Facebook sharing the data of its users with a political consulting firm to influence elections, software company Adobe announced that it has organized an initiative to help companies create personalized experiences for its customers across all devices.

The Adobe-led initiative involves companies like the NFL, Sprint and Subway (to name just a few) joining together to filter out advertisements and offers for products and services that customers already have or don't want based on an analysis of their past sign-ins with these member companies across all of the devices used by those customers.

However, based on the Facebook controversy with political consulting firm Cambridge Analytica, Adobe assures consumers that its initiative offers strong privacy safeguards and that personal data is not being shared across participating companies.

"With this stuff coming out now around Cambridge Analytica and Facebook, the bar has to be so high in terms of privacy," Adobe executive Amit Ahuja said.

With participating companies that include Barnes & Noble, Subaru, Allstate and Intel, the program links roughly 300 million consumers across 2 billion devices in both Canada and the U.S.

According to Adobe, when a customer of one of the member companies (let's say Sprint) visits the site from a new device, Sprint will recognize that user as a Sprint customer based on that customer's sign-in information and will not offer that user a promotion to switch carriers, but might instead present them with a phone upgrade offer.

For consumers concerned about such tracking in light of the Facebook controversy, Adobe says that there is an option for users to opt out.