A new partnership with Adobe and Epsilon, Publicis Groupe company, powers paid-to-owned, connected experiences for customers.

As paid media strategies are being reshaped by signal loss, privacy changes, and operational complexity, marketers are rethinking how their data, technology, and media investments work together to improve advertising performance. However, channel and data silos between the customer's source of truth and agency-driven paid activities undermine the ability to orchestrate connected and delightful consumer engagement in cross-channel journeys.

Today, Adobe is announcing innovations in our data collaboration offering that help safely close the gaps between brands and their agencies to unlock connected, paid-to-owned, impactful customer experiences.

Introducing Real-Time CDP Collaboration for agencies.

Real-Time CDP Collaboration, natively built into Adobe Real-Time Customer Data Platform (CDP), and also available as a standalone application, currently helps brands connect to the paid media ecosystem through purpose-built, privacy-aware workflows to discover, plan, activate, and measure campaigns within an agnostic and radically simple interface.

While many brands manage this today internally or with agency support, Adobe is extending the offering with a dedicated solution that enables agencies to operate Real-Time CDP Collaboration on behalf of their customers.

Agencies can discover new opportunities to collaborate with publishers, expand audience activation with existing partners, and build co-marketing programs with complementary brands. This allows them to plan, activate, and measure media using first-party data—reaching new audiences, re-engaging existing customers, and connecting ad exposure to both online and offline outcomes to understand the real impact across paid and owned channels.

New, bidirectional integrations with agency holding companies.

Expanding the ways in which Real-Time CDP Collaboration works with agency partners, we are also announcing new integrations with agency holding company platforms.

Through this first-of-its-kind integration between Epsilon, a Publicis Groupe company, and Adobe, brands will be able to connect what has always been disconnected: paid media with owned to seamlessly orchestrate full-funnel experiences. Mutual customers will be able to resolve identities to the Epsilon COREid natively within Real-Time CDP Collaboration, and leverage Epsilon attributes and paid media insights for analytics, prospecting, and profile enrichment.

Importantly, this will be achieved without copying or transferring underlying data, ensuring brands maintain full control while allowing Epsilon to segment, model, activate, measure and optimize based on first-party data and events available within Adobe.

By bringing together first-party data from Adobe and Epsilon identity and proprietary data, brands will gain a more complete and persistent view of their customers and prospects. Customers can expect higher performing media activation across owned and paid channels, improved engagement, and more precise targeting of prospective consumer audiences.

This approach will enable closed loop, cross channel measurement. With person-based reporting, marketers can understand performance at both a micro and macro level and continuously apply those insights to optimize future campaigns.

Driving value by connecting paid to owned via privacy-centric methods.

By enabling brands and their media agency partners to work more closely together and safely utilize data across systems without underlying data movement, Real-Time CDP Collaboration is spearheading a new dynamic between paid and owned media channels that simply hasn’t existed before.

With this new connection, the silos that once existed between top-of-funnel experiences and authenticated journeys on owned channels are no longer a barrier. The result is an improved, more connected, and powerful brand experience for customers — one that truly moves the needle on lifetime value.

Hannah Browne is a Principal Product Manager at Adobe, leading product strategy and development for data and identity integrations within Real-Time CDP Collaboration. She has helped over 100 global enterprise brands improve adoption, performance, and long-term customer value through adtech and data platform products. She is focused on building scalable, customer-centric solutions that support a value-driven open internet while empowering consumer choice.

Nina Caruso is a Group Manager on the Real-Time CDP Product Marketing team. Prior to her role in product marketing, she led a consulting team at Adobe focused on data management technical implementations. Nina is experienced in data management implementation design, audience strategy, and personalization best practices.