Real-Time Customer Data Platform Collaboration — radically simple and efficient data collaboration for brands, agencies and publishers.

Brands are facing increasing pressure to reach and engage customers while delivering measurable results and keeping data secure.

First, there’s urgency to go beyond broad, imprecise audience strategies and engage relevant audiences. Second, brands want to move past antiquated identifiers and base their audiences on durable data. And third and perhaps most important, businesses need to scale revenue and provide a tangible return on ad spend.

While third-party cookies continue to fade and the focus on data privacy grows, there’s a rise of addressable audiences in channels like connected TV and commerce media. To solve data privacy challenges and engage audiences across new channels, brands must embrace data collaboration as a key strategy. Strategic collaboration with trusted publishers and brands can supercharge audience reach and campaign impact.

Adobe is excited to announce the launch of Adobe Real-Time Customer Data Platform (CDP) Collaboration to help brands, publishers and their key partners unlock the value of data collaboration at scale. Built into Adobe’s market-leading CDP and available as a stand-alone product, Real-Time CDP Collaboration reimagines data collaboration as a necessary part of any organisation’s audience strategy.

Real-Time CDP Collaboration key use cases.

Discover.

Adobe Real-Time CDP Collaboration simplifies and scales data partnerships, connecting and creating value for both publishers and brands. With Real-Time CDP Collaboration, publishers can increase their discoverability among top global brands. Those brands can then easily connect with publishers to discover high-value audiences with a few easy clicks. This streamlined process ensures that no directly identifiable customer source data is exposed or co-mingled, keeping privacy at the forefront, while empowering both sides to drive impactful campaigns and achieve measurable results.

The innovative architecture gives both publishers and brands the flexibility to surface audience data from any cloud, data warehouse or data clean room, from Adobe Real-Time CDP or from any other system of their choosing.

Activate.

Using Real-Time CDP Collaboration, brands can activate audiences across new and emerging channels like connected TV, commerce media, digital audio and more. Brands select desired audiences for publishers to activate — directly and securely. This out-of-the-box, marketer-friendly workflow means campaigns can be planned and activated quickly, without technical resources, specialised tools or additional costs.

Measure.

Finally, to understand and optimise campaign performance, brands can measure impact with privacy-centric and user-friendly dashboards and metrics. With on-demand active and historical campaign metrics from participating publishers, brands and publishers can work together to optimise current and future media investments.

For brands and their agencies.

With Real-Time CDP Collaboration, brands and their agencies can acquire and engage premium audiences — all with greater ease, transparency, governance and control.

Real-Time CDP offers a radically simple and cost-effective approach to data collaboration. Marketers can get started with audiences in Adobe Real-Time CDP or external audiences and generate real-time overlap insights with a few simple clicks. Adobe’s agnostic architecture makes scaling simple by enabling collaboration without moving any underlying customer source data, regardless of cloud, data warehouse or data clean room. And soon, brands will be able to leverage any data or identity vendor of choice to increase addressability.

Brands can act on audience insights and securely activate audiences directly to publisher properties to run prospecting and re-targeting campaigns, while also suppressing already converted or over-exposed audiences to optimise spend. They can then close the loop with on-demand, outcome-based campaign performance reports to understand the impact of their marketing efforts.

For publishers.

Publishers must find pathways to surface their valuable audience data, while keeping operations efficient and customer data secure.  With Real-Time CDP Collaboration, publishers can scale their business — from a centralised place that’s easy to use, platform agnostic and secure — to meet advertiser demand. The solution’s innovative architecture relieves publishers of the burden of working within the confines of advertiser technology stack requirements and delivers cross-cloud interoperability. Publishers can surface high-value, first-party audiences to all advertisers or customised audiences for individual advertisers to drive targeted campaigns. Once audiences are selected, Real-Time CDP Collaboration lets publishers activate them directly across their properties and close the loop by providing campaign performance insights. Audience insights produced in-product without manual queries let publishers and brands scale and work together seamlessly.

In a recent beta test with NBCUniversal, Adobe delivered significant improvements against the baseline, including more efficient conversions, better match rates and an overall lift in campaign performance. This is a great testament that a strong publisher and brand partnership using Real-Time CDP Collaboration can drive meaningful business results.

Real-Time CDP Collaboration empowers publishers to get the most out of their first-party data by making actionable audience and performance insights more accessible to brands.

Supercharge your customer data strategy.

Brands and publishers have spent time and resources to future-proof their customer data strategy. Now with Real-Time CDP Collaboration, they can bridge the gap between martech and ad tech.  Brands and publishers can scale the value of their first-party data through strategic partnerships to drive continuous, sustainable revenue growth and customer relationships. Discovering, activating and measuring with Real-Time CDP Collaboration is the path forward to scaling advertising revenue and gaining return on advertising spend.

Learn more about Adobe Real-Time CDP Collaboration

Ali Nazer is the senior director of product management for Adobe Real-Time Customer Data Platform. Nazer brings several decades of experience in general and product management, especially in advertising and ad tech. He also has a breadth of experience across B2B and B2C, where he has consistently led growth and product marketing in addition to product management. Most recently, Nazer led product strategy and marketing for the digital native verticals at Meta. Before that he was a founder and executive at several high-growth startups including Lionside (acquired by DeNA), Onside Sports, Tumri (acquired by Adobe), Adterative and Eloqua (acquired by Oracle). Nazer has an MBA from Stanford University and a master’s degree in applied mathematics and a bachelor’s in electrical engineering from Queen’s University.