The latest innovations for Real-Time CDP.

Real-Time CDP is progressing the category with new ways to personalize every moment in the customer journey at scale.

Expanding the real-time customer profile with AI context and meaning to power customer engagement in the agentic era. Real-Time CDP will power the agentic era by incorporating unstructured datasets such as conversational intent, audio, video, image, and documents, alongside traditional structured data sets such as CRM and owned channel engagement. Introduced first in Adobe Brand Concierge, this expanded profile with a multi-faceted customer view will soon be available for use on owned channels, AI-powered channels, brand assistants, and conversational experiences to power personalization based on context and meaning in real time and at scale.
Re-envisioning audience creation and management with agentic capabilities in Real-Time CDP. With enhancements to Audience Agent — powered by Adobe Experience Platform Agent Orchestrator — customers will now receive proactive alerts with explanations that reduce troubleshooting efforts and minimize repetitive tasks. Audience Builder will now include agent-powered field discovery to help find the right audience definitions, using natural language, and provide agent powered recommendations so that marketers can get to high value audience creation and optimization more quickly.
Increased scale, visibility, and flexibility that ensures personalization during peak business periods. Harness new monitoring and visibility dashboards and the ability to scale critical capabilities like streaming and edge segmentation to support personalized customer experiences during critical peak business periods.
Expanded data composability. Use expanded approaches for leveraging enterprise data warehouse datasets to complement Real-Time CDP workflows. Utilize bidirectional zero-copy data sharing with additional partners and enhance audience building with relational data objects from enterprise systems such as household relationships and product descriptions. Maximize efficiency with embedded agentic capabilities within existing composable workflows to accelerate validation, connection steps, and audience creation.

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Advancements coming to Real-Time CDP Collaboration.

Real-Time CDP Collaboration for Agencies. Agencies can now use Real-Time CDP Collaboration on behalf of their clients to action on client and agency data for campaign planning, activation, and measurement with publishers, media networks, and other brands. In addition, bidirectional integrations with media agency holding companies are now available to help brands connect owned media to paid advertising for fully integrated and measurable engagement.
New solutions for commerce media networks and publishers. Powered alongside Adobe GenStudio, Adobe is developing a purpose-built solution to unify audience management, measurement, and creative into one solution underpinned by AI. This self-serve portal enables brands and agencies to engage their high-value audiences in new innovative ways.
Real-Time CDP Collaboration Starter — now available. Invite, invest in, and collaborate with any brand, publisher, agency, or data partner — without licensing requirements for the invited party. Build a limitless and frictionless ecosystem without barriers to entry.
New partner integrations. New integrations with TikTok, The Trade Desk, Amazon Ads and Amazon Marketing Cloud, Acxiom, and Experian inside of Real-Time CDP Collaboration are helping brands derive audience insights, power audience enrichment to activate at scale, and close the loop with outcomes-based measurement to drive intelligently personalized experiences across channels that perform.

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