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.
