Since the launch of Adobe Real-Time CDP Collaboration, leading brands like Alterra Mountain Co., Coca-Cola, Major League Baseball, WPP Media, NBCUniversal, Warner Bros. Discovery, Roku, Television New Zealand and more have adopted Real-Time CDP Collaboration to power marketing and monetisation use cases across their organisations. The value of radically simple, interoperable and privacy-centric data collaboration is clear — especially when executed with the full context of an organisation’s first-party data.
To help organisations use the power of data collaboration and unlock unique insights from trusted partners, Adobe is making it easier than ever to invite and invest in any collaborator, anywhere.
Introducing invitations in Real-Time CDP Collaboration.
Adobe is excited to announce the general availability of a new capability that allows any customer of Real-Time CDP Collaboration to use a simple, click-based workflow to invite any organisation to collaborate — without licence requirements for the invited party. Adobe outfits the invited party with a product environment in minutes, enabling both parties to securely connect and begin collaboration projects.
For Adobe’s customers, this means immediate connectivity to new partners, regardless of data warehouse, CDP, cloud platform or identity vendor. For the invited party, this means access to a purpose-built solution with key capabilities to realise joint value quickly. Now, publishers and media networks can invite and build a network of advertisers and marketers can work with trusted partners for data-driven partnerships and co-marketing campaigns.
Frictionless collaboration: How it works.
Adobe sets out to solve the problems of scale and interoperability so that organisations can collaborate with anyone, without spending weeks or months determining which solution to use, who must move data and debating which identity vendor to use. With Real-Time CDP Collaboration’s invitation flow, organisations can focus on the business value — not wasting time and resources on operational complexity.
Let’s see how two organisations, Acme Co., a publisher and Luma Co., an advertiser, could use the new seamless invitation flow in Real-Time CDP Collaboration:
- A Real-Time CDP Collaboration publisher, Acme Co., wants to collaborate with Luma Co., an advertiser without a Real-Time CDP Collaboration licence, to plan and activate a paid media campaign.
- Acme Co. sends an invitation to Luma Co. from the Real-Time CDP Collaboration UI and Luma Co. is immediately notified via email.
- Luma Co. accepts the invitation and Adobe grants a complimentary Real-Time CDP Collaboration environment to Luma Co. and covers the cost of audience onboarding.
- Acme Co. begins the project with Luma Co. and invests their Real-Time CDP Collaboration credits to unlock audience discovery, activation and outcomes-based measurement.
Data collaboration finally democratised.
The next frontier for marketers, publishers and media networks is going beyond their own walls to tap into unique insights from trusted partners, delighting customers and delivering business value — unencumbered by technology. As generative and agentic AI become commonplace, unique data and insights will be a must-have.
Learn more about Adobe Real-Time CDP Collaboration and how Adobe’s innovations can give you the competitive edge.
David Kao is the Principal Product Manager for Adobe Real-Time CDP Collaboration, driving product strategy and development. He previously led product management for audiences, activation and data integration capabilities within Adobe Real-Time CDP. Before joining Adobe, David worked across product strategy, marketing and digital product development, bringing innovative solutions to life for startups and major clients, including Google, Gap and Dow Jones Media Group. With over 12 years of experience in digital experience strategy, marketing and product management, David is passionate about solving complex challenges at the intersection of data, technology and user experience.
Lory Mishra is the Principal Product Marketer for Adobe Real-Time CDP. She launched and currently leads the go-to-market for Real-Time CDP Collaboration, a radically simple data collaboration application that enables brands, publishers and media networks to acquire customers, personalise experiences and monetise data assets without compromising privacy. Prior to her role in product marketing, Lory led account teams for Adobe's largest enterprise customers and has worked in digital marketing agencies, driving performance marketing initiatives across industries. She is passionate about great customer experiences, boundary-pushing technologies and helping brands maximise value from their technology investments. Lory holds an MBA from Northwestern Kellogg School of Management.
