Adobe Real-Time CDP Features
Full funnel activation
Activate your B2C and B2B audiences in real-time everywhere, across both Adobe and non-Adobe marketing applications. Real-Time CDP helps you to deliver more targeted customer experiences and in-the-moment personalisation that helps prospects convert and keeps buyers engaged and coming back for more.
Adobe Real-Time CDP Collaboration
Real-Time CDP Collaboration simplifies how organisations can drive joint audience analysis, activation and measurement to reach prospects and customers across channels — all while prioritising customer and data privacy. Organisations can enhance advertising and co-marketing efforts by working with trusted brands and publishers to gain a deeper understanding of prospects and customers and meet them where they are.
- Discover. Identify and better understand high-value audiences for engagement and campaign planning across collaboration partners.
- Activate. Brands and publishers work together to reach relevant audiences across channels, such as connected TV, commerce media, walled gardens, digital audio and DSPs.
- Measure. View campaign performance and reporting in a single environment to inform advertising and co-marketing efforts.
Learn more | Learn more about Adobe Real-Time CDP Collaboration
Partner data support
With partner-sourced prospect profiles and partner data that doesn’t rely on third-party identifiers, you can reach new customers and enrich your first-party data without cookies for more impactful personalisation and business results.
- Customer acquisition and addressability. Reach net new customers and reduce dependency on third-party cookies by using cookieless identifiers as well as hashed PII from data partners of your choice.
- Full-funnel marketing in a single system. Prospect, personalise and convert prospective and known customers in a single system.
- Built on a foundation of trust. Market responsibly by governing partner data and profiles with patented data usage, labelling, access controls and more.
Destinations
Activate campaigns, email, targeted advertising and more with pre-built channel integrations. And use SDKs to create customised destinations of your choosing.
- Person and account-based audiences. Deliver audiences based on person or account identities for flexible activation for B2C and/or B2B campaigns.
- 100+ destinations. Choose from advertising, analytics, email, personalisation, agentic, survey and voice of the customer partners for easy access to where your consumers spend time.
- Flexible destinations. Use SDKs to build customised destinations into bespoke or internal systems and endpoints.
- Marketer workflows. Use guided workflows to activate audiences to destinations and to understand how they’re being utilised across the enterprise.
- Embedded controls. Enforce governance and make sure only appropriate data is leveraged for personalisation by ecosystem partners.
Orchestration
Plan customer journeys on an easy-to-use canvas.
- Signals beyond marketing. Improve customer experiences by using signals beyond marketing touchpoints, for a more holistic view of customer behaviours and needs.
- Outcome-focused approach. Move customers toward conversion with in-moment actions based on defined conditions.
Real-Time CDP Connections.
Efficiently collect and use event-level data directly without needing third-party cookies or legacy integrations.
- Data collection. Use Adobe Experience Platform Edge Network to scale data requests securely.
- Event forwarding. Use server-side data event forwarding in real time.
- Tag management. Simplify management of analytics, marketing and advertising tags using our industry-leading tag management system to consolidate web, mobile and server APIs.
- Web and mobile SDKs. Collapse and compress all Adobe product libraries into a single development kit for web and mobile platforms.
Real-time streaming ingestion, segmentation and activation
Engage your customers in exactly the right moment by ingesting, processing and activating data at speed and scale. Real-Time CDP lets you stream data in real time from Adobe and non-Adobe systems for faster insights and time to market.
Learn how to use audience activation features.
Find out everything you need to know about Real-Time CDP activation and more in Experience League - our vast collection of how-to content - including documentation, tutorials and user guides.
Learn more | Learn more on how to use audience activation features
Questions? We have answers.
What does "activate anywhere" actually mean for Real-Time CDP?
How is activating an audience in Real-Time CDP different from orchestrating a journey in Adobe Journey Optimizer?
What is Real-Time CDP Collaboration and how is it different from standard activation?
Can I personalise on my own site and app in real time, not just send audiences to other channels?
Do my governance and consent rules follow the data when I activate it?
