Brands and publishers alike are contending with urgent industry pressures — from rising data privacy expectations set by customers and regulators to the accelerating loss of third-party data signals as cookies wane and opt-outs grow. To help address these concerns, while empowering customers to grow their business and drive results, we launched Adobe Real-Time CDP Collaboration.
Collaboration is a purpose-built, privacy-centric data collaboration offering that enables brands and publishers to discover, activate, and measure their critical audiences — within a radically simplified clean room solution. Collaboration is available both as a stand-alone application, and embedded within our customer data platform, Adobe Real-Time CDP, allowing customer data platform (CDP) customers to maximize the value and extensibility of their existing first-party audiences, built on behavioral and transactional data. This integration helps connect previously siloed ad-tech and mar-tech use cases, enabling consistent and efficient customer reach across channels.
Building on market momentum and meeting a key need of our customers, we’re now introducing new innovations to help solve a critical business need in the market — helping brands connect with other brands to build and deepen data partnerships. Pursuing these data partnerships or co-marketing with another brand can deepen the knowledge that a brand has about its own customers.
By partnering with other brands and expanding audience engagement opportunities, brands can independently or jointly deliver compelling experiences across channels, from paid to owned, and throughout the customer lifecycle from acquisition through loyalty. These capabilities help enterprises use more precise signals and targeted audiences, overcoming the new landscape of privacy constraints and third-party signal loss.
Deepen data partnerships in Real-Time CDP Collaboration.
Brands are constantly searching for richer insights — ones that are trusted and verified. For many, that means turning to another brand to help round out their understanding of an audience segment. After all, no consumer is loyal to one singular brand — their time and interests span across many. And, another brand’s own first-party data is a reliable and rich source for enrichment, as evidenced by the growth of the retail and commerce media category.
For example, as an airline brand, you may know that a customer located in New York, is a frequent flyer, and has recently booked a trip to Paris. But you might not know much about the customer’s interests once they land at their destination. However, a customer’s hotel brand of choice may have more insights and fill some knowledge gaps that the airline may have. The hotel brand may know that the customer frequently books spa treatments when on vacation and prefers to stay in urban areas. It’s clear that there is an opportunity to jointly message or reach new relevant customers.
Perhaps the airline, with the help of their media network, can send a more targeted message for the next trip in their owned channels with a focus on relaxation or partner with the hotel brand to offer a joint package that is relevant to the customer in paid channels as well. Collaboration runs these very workflows and more.
Available now, Collaboration enables brands to connect with other brands to jointly market to and message customers, or expand their market to advertise or connect with a new universe of customers in campaigns. Beyond brand connections, we also power instant audience insights with new scoring capabilities, without moving or copying underlying customer data.
In addition, by virtue of Collaboration being built into Real-Time CDP, powered by Adobe Experience Platform, customers can now activate audience insights derived in Collaboration across channels, v- from advertising to owned channels – via Real-Time CDP. These insights also connect natively to other Adobe portfolios into Journeys, Content and Analytics capabilities as well. With Adobe, you can orchestrate these end-to-end experiences that span customer journeys and cross- team initiatives.
