As AI advances at an unprecedented pace, organizations need seamless access to audience and performance signals beyond their own walls — without compromising privacy — to intelligently make decisions about customer experiences across channels. Data collaboration that unlocks new signals and insights, and connects paid media with owned marketing strategies, is an imperative for forward-thinking organizations looking to maximize their customer engagement at every touchpoint. Data collaboration is key to extending the value of first-party data for differentiated customer experiences, creating new pathways for profitable revenue, and maximizing marketing impact.
Adobe Real-Time CDP Collaboration, built into Adobe’s market-leading customer data platform, Adobe Real-Time CDP, is excited to announce new integrations, capabilities, and purpose-built offerings for paid media teams, owned marketing teams, publishers, and media networks, that future-proof marketing in the age of generative and agentic AI.
New offerings.
Agencies (generally available): Agencies can now use Real-Time CDP Collaboration on behalf of their clients to act on client and agency data for campaign planning, activation, and measurement with publishers, media networks, and other brands. Additionally, a new bidirectional integration between Real-Time CDP Collaboration and Publicis Groupe will allow customers to access privacy-centric insights, powered by Epsilon COREid. These insights can be used across paid and owned channels while securely surfacing first-party data to agencies to power better media planning and execution. Read more about Real-Time CDP Collaboration, Agency Edition here.
Invite and collaborate with anyone, anywhere (generally available): Adobe is making it easier than ever to invite, invest in, and collaborate with any other brand, publisher, agency, or data partner — without license requirements for the invited party. Customers can use a simple, productized workflow to invite collaborators and, within minutes, operationalize data partnerships of all types. Read more about the new invitation capability of Real-Time CDP Collaboration here.
For media networks and publishers (coming soon): To enable media networks and publishers deliver differentiated values to advertisers and agencies, Adobe is developing a purpose-built solution that unifies audience management, measurement, and creative into one solution, underpinned by generative AI. With this unified solution, media networks and publishers can surface data assets to support audience planning and activation. They can also use rich audience signals to generate creative that performs and deliver measurement insights to inform ongoing media spend. Powered by Real-Time CDP, Collaboration, and Adobe GenStudio for Performance Marketing, this first-of-its-kind offering will deliver scale to growing media networks and publishers.
Re-engage unauthenticated visitors with a new identifier
Building on existing support for first-party identities like hashed email and third-party identities like IDFA and GAID, Real-Time CDP Collaboration now supports the Demdex ID as a match key. The Demdex ID is Adobe’s third-party cookie based ID, used by hundreds of Adobe customers to engage pseudonymous visitors and measure campaign performance.
With this ID in Real-Time CDP Collaboration, now brands and publishers can match on unauthenticated traffic, improve match rates and campaign audiences sizes, and re-engage visitors across channels. Demdex ID is available to all Adobe customers out-of-the-box to enable cost-effective advertising.
New partner integrations.
The Trade Desk (beta): A new integration between The Trade Desk, Real-Time CDP, and Real-Time CDP Collaboration enables brands to enrich first-party data with Trade Desk exposure signals and use enriched audiences for activation. Together with the existing audience activation and conversion API integrations between Real-Time CDP and The Trade Desk, brands can intelligently personalize experiences and optimize marketing spend across owned and operated channels, programmatic buying on the open internet including connected TV, and even inform strategies on paid social.
Amazon Ads and Amazon Marketing Cloud (generally available): Adobe and Amazon Ads have partnered to deliver full-funnel media performance that is easy to access, understand, and use, all while respecting data privacy. With this integration, brands can now connect directly from Real-Time CDP Collaboration to Amazon Marketing Cloud powered by AWS Clean Rooms and maximize their investments with Amazon Ads with deeper product and consumer insights for better audience planning and outcomes-based measurement.
Acxiom (generally available): Brands can now connect with Acxiom through the Real-Time CDP Collaboration catalog for audience insights, enrichment and, activation at scale. Building on the existing Acxiom and Adobe integrations, the new Collaboration integration surfaces Acxiom data within the interface of Collaboration. This purpose-built interface supports paid media use cases, such as audience insights and prospecting, while also acting as a centralized control point for managing third-party data across owned media orchestration.
Experian (generally available): Brands can now connect with Experian through the Real-Time CDP Collaboration catalog for audience insights, enrichment, and activation at scale. Experian offers free audience overlaps on a subset of demographic audiences to help customers explore the data that’s right for them.
“By making Experian marketing data available in Real-Time CDP Collaboration, we’re helping brands more seamlessly utilize Experian’s identity and attribute data for paid media and owned marketing activations, in a privacy-forward manner,” said Jake Abraham, Head of Strategic Partnerships at Experian Marketing Services. “By overlaying first-party data with Experian audiences and insights, brands can better understand their customers, enrich their strategies, and activate campaigns at scale.”
Enhanced measurement workflows (generally available): Outcomes based measurement workflows and enhanced insights are now generally available in Real-Time CDP Collaboration. Brands can securely overlay conversion signals with publisher ad exposure signals to generate attribution insights. With intuitive workflows, marketers and analysts no longer need to rely on technical teams to enable clean room insights. Instead, marketers can use easy workflows to onboard complex conversion datasets in minutes and generate ongoing, in-flight campaign insights to continually optimize media spend.
With these new exciting innovations, brands, publishers, agencies, and partners can unleash the power of their data with greater extensibility and impact than ever before.
Learn more about Real-Time CDP Collaboration here.
Clayton leads the product strategy and development for Adobe Real-Time CDP Collaboration. He is passionate about innovating the industry to unlock more value from high quality data and reimagining legacy solutions using modern, privacy enhancing tools. With more than 11 years of experience in digital experience strategy, analytics, and product management — including roles at AWS, T-Mobile, and Merkle — Clayton leads with customer empathy and a pragmatic product mindset.
Lory Mishra is a principal product marketer for Adobe Real-Time CDP. She launched and currently leads the go-to-market strategy for Real-Time CDP Collaboration, a radically simple data collaboration application that enables brands, publishers, and media networks to acquire customers, personalize experiences, and monetize data assets without compromising privacy. Prior to product marketing, Lory led account teams for Adobe’s largest enterprise customers and worked at digital marketing agencies, driving performance marketing initiatives across industries. She is passionate about creating great customer experiences, advancing boundary-pushing technologies, and helping brands maximize value from their technology investments. Lory holds an MBA from Northwestern University’s Kellogg School of Management.
