First-party data is king, yet as all advertisers and marketers know, there is never enough of it — and it can be difficult to activate for advertising use cases at scale. To help boost first-party data, brands are increasingly turning to data collaboration as a way to strengthen their overall customer data strategy. This shift comes amid growing privacy concerns, fragmentation, and the continued decline of third-party data and pixel-based solutions.

From customer acquisition to loyalty building, engaging directly with premium publishers, advertising platforms, working through commerce media networks, or co-marketing with partner brands can help quickly bridge the gap between an unknown prospect and a loyal customer.

Adobe Real-Time CDP Collaboration — built natively into Adobe’s customer data platform (CDP), Adobe Real-Time CDP, and also available as a standalone application — helps publishers, brands and their agencies achieve these goals.  It provides purpose-built, clean room workflows to discover, plan, activate, and measure performance — all within one agnostic and easy-to-use environment.

To help our customers advance their data strategies across initiatives and objectives, we’re introducing innovation that unlocks outcomes-based measurement and drives deeper audience insights with Amazon Marketing Cloud. In addition, Adobe is excited to bring an innovative commercial offering so that any collaborator can invite any other to create a privacy-centric network.

Outcomes-based measurement that drives actionable insights.

Limited insights — caused by signal loss, data fragmentation, and restricted depth of data — have hamstrung teams for years in their efforts to develop deep analysis that maximizes Return on Advertising Spend (ROAS).  While pixel adoption and Conversions API (CAPI) have helped, they don't provide the deeper, audience-based insights needed to truly move the needle.

New outcomes-based measurement capabilities in Real-Time CDP Collaboration unlock privacy-centric insights across channels, helping customers to unlock impact with their advertising spend. Typically, advertisers have had to wait for a campaign to end to tie conversions to ad logs and understand insights — but now, they can understand attribution while a campaign is in flight. Publishers can now securely unlock deep insights for advertising partners that drive differentiated value by enabling advertisers and their agencies to use publisher-provided ad exposure data sets against their key conversion events.

With these new measurement capabilities, customers can now:

1. Drive cross-channel attribution: By combining online and offline conversions — from multiple sources such as web, mobile, email, in-store, and more — with ad exposure data.
2. Utilize new audience insights: By applying insights to audiences, with outcomes they can control.
3. Deepen data enrichment: By using secure insights from partners to augment audience profiles.

With our easy -to-adopt and intuitive workflows, practitioners no longer need to rely on — or burden — engineering or data science teams to pull specific queries. Instead, marketers have impactful key data at their fingertips in out-of-the-box dashboards, embedded with privacy-centric workflows that control which data sets are leveraged with publishers and platforms for specific insights. This is especially beneficial for Adobe customers who have years’ worth of rich online and offline data sets as they can now tie conversion data back to profiles and audiences in Real-Time CDP Collaboration to impact ROAS and cross-journey customer experiences.

Integration with Amazon Marketing Cloud.

Measurement and insights propel more relevant experiences and smarter spend. Adobe and Amazon Ads are partnering to help solve this for our mutual customers by delivering full-funnel media performance that is easy to access, understand and use all while respecting data privacy. With this integration, customers 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.

This new integration powers the following use cases:

• Audience discovery: Customers of Real-Time CDP Collaboration and Amazon Marketing Cloud can discover high-potential audiences by analyzing Amazon's trillions of shopping, browsing and streaming signals and their own inputs.

• Campaign optimization: Customers can combine performance from their Amazon Ads campaigns in Amazon Marketing Cloud to fine-tune their bidding and creative strategies and remarket to their audiences across display, video and search channels.

• Product and Consumer Insights: Real-Time CDP Collaboration customers can tap into Amazon Marketing Clouds’ aggregated signals to understand how customers discover, consider, and purchase products across the Amazon store, and formats, websites, and devices where they browse, stream, or shop.

The integration between Amazon Marketing Cloud and Real-Time CDP Collaboration provides advertisers and agency partners simple connectivity that doesn’t require technical expertise. First-party insights from Adobe flow seamlessly into Amazon Marketing Cloud, delivering advanced insights that drive performance and successful customer journeys in a secure and privacy-safe environment.

Frictionless collaboration with new starter offering.

The growth of data collaboration and the return on investment it brings across organizations is inspiring many customers to grow the network of partners with whom they want to collaborate. Coming soon, Adobe is making this easier than ever with a new capability and offering that allows customers of Real-Time CDP Collaboration to invite, invest in, and collaborate with any other brand, publisher, agency, or data partner — without license requirements for the invited party.

For our customers, this means immediate access to new partners and interoperability regardless of CDP, data warehouse, or identity preferences. This flexibility helps to power impactful advertising and marketing efforts that drive the business forward. For our industry, this means data collaboration has never been easier.

Get more out of your first-party data with new measurement capabilities, insights with Amazon Marketing Cloud, and grow partnerships with new friction-free offering.

Signal loss, data fragmentation, and privacy concerns should no longer stand in the way of a great customer data strategy that’s built on measurable outcomes. With new innovations in Real-Time CDP Collaboration, customers now have access to intuitive and easy-to-access measurement capabilities and differentiated insights with Amazon Marketing Cloud that drive ROAS — and can soon boost their data collaboration network and partnerships with an easy-to-adopt commercial model.

Make your first-party data work harder for you with deeper insights, smarter enrichment, and high-impact partnerships. Learn more about Real-Time CDP Collaboration here.

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