ADOBE REAL-TIME CDP

Harness customer experience data for intelligent activation.

Unify and harmonize data from every source to create AI-powered profiles and audiences for personalized, in-the-moment engagement across the full customer journey — all while respecting customer preferences.

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Explore the features and capabilities of Real-Time CDP.

Built on Adobe Experience Platform, Real-Time CDP lets you create high-value audience segments with intelligence for real-time B2C and B2B use cases across the entire marketing funnel, without relying on third-party cookies.

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Connect to data from one flexible environment — no matter the source.

Take full advantage of your data warehouse investments and easily enrich first-party data to empower enterprise teams to activate valuable data and drive more personalized customer experiences.

Maximize the value and minimize the movement of your data with a flexible architecture. Activate customer data directly from your existing warehouse for real-time, personalized experiences without the need to move or copy underlying datasets.
Build powerful, federated audiences. Create and enrich high-value audiences directly from your data warehouse and combine them with continuously ingested internal and external data sources.
Unify comprehensive data sources. Securely ingest and unify zero-, first-, and cookieless third-party data, including insights from trusted second-party sources for in-the-moment engagement and personalization.

Learn about flexible connectivity

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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Adobe Real-Time CDP use cases

Engage new audiences.

Discover and engage new audiences without relying on third-party cookies.

Convert unknown prospects.

Recognize and remarket to unknown visitors with personalized experiences for better conversion.

Create customer profiles.

Build unified profiles that power more targeted and relevant omnichannel experiences.

Retain customers.

Connect data faster to enhance your customer profiles, unlock deeper insights, and retain customers.

Govern customer data

Earn and maintain customer trust through responsible data governance, management, and usage.

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Industry analysts speak.

Content as a Service v3 - Industry analysts speak - Friday, May 15, 2026 at 14:43

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Additional Real-Time CDP offerings.

Adobe Real-Time CDP Collaboration

A purpose-built data collaboration application that lets you connect with brand partners, advertisers, and publishers — from connected TV to commerce media — to find high-value audiences in a user-friendly environment, all while prioritizing privacy.

Learn about Collaboration

Adobe Real-Time CDP Connections

Streamline how data is collected and distributed to Adobe Experience Platform and other systems and endpoints — such as Facebook and Google — while improving site performance. Adobe Real-Time CDP Connections uses server-side forwarding to enable you to instantly deliver powerful marketing experiences.

Learn about Connections

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Better together.

Connect Adobe products to create experiences that are right on time and just right for your customers.

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Real-Time CDP + Adobe Journey Optimizer

Build unified profiles and actionable audiences while also creating and delivering personalized customer experiences.

Learn more | Learn more about Real-Time CDP plus Adobe Journey Optimizer

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Real-Time CDP + Adobe Customer Journey Analytics

Supplement customer profiles with cross-channel behavioral insights for enhanced audience creation and activation.

Learn more | Learn more about Real-Time CDP plus Adobe Customer Journey Analytics

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Personalization at scale

Adobe can help you make personalized experiences a part of every customer moment.

Learn more | Learn more about Personalization at scale

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Real-Time CDP FAQs.

How is Real-Time CDP diﬀerent from Adobe Experience Platform, and do I need both?

Real-Time CDP is the customer data platform application; Adobe Experience Platform is the foundation it runs on, so a Real-Time CDP license includes the platform services it depends on rather than being a separate purchase you bolt on. Experience Platform provides the shared data plumbing: ingestion, Experience Data Model schemas, Identity Service, the Real-Time Customer Proﬁle, segmentation, and governance. Real-Time CDP is the application that turns those services into a marketer-facing workﬂow for unifying data, building audiences, and activating them. If you are comparing Adobe against standalone CDPs, Real-Time CDP is the product to compare, and it inherits the platform's identity, governance, and AI rather than reinventing them.

How does Real-Time CDP turn data from many diﬀerent systems into a single customer proﬁle?

Real-Time CDP standardizes, validates, and connects data from online, oﬄine, and pseudonymous sources into one real-time customer proﬁle that every team can act on. Incoming data is structured to a common Experience Data Model, validated as it is ingested, and resolved to a person or account through Identity Service, so records that arrive from your website, mobile app, call center, point of sale, and CRM become one proﬁle rather than ﬁve disconnected ones. That uniﬁed proﬁle is what makes downstream audience building and activation consistent, instead of each team working from its own copy of the customer.

Do I still need my CRM and DMP if I use Real-Time CDP?

Usually yes, because they do diﬀerent jobs, and Real-Time CDP is designed to unify their data rather than replace them. A CRM manages relationships and transactions with your known customers and leads; a DMP works with anonymized third-party audience data for advertising; a CDP builds a persistent, uniﬁed proﬁle by harmonizing data from across all of those systems and your own channels. In practice Real-Time CDP ingests CRM data and other sources into one proﬁle, then activates audiences from it, so your CRM stays your system of record for customer relationships while Real-Time CDP becomes the system that makes that data actionable across channels.

How does Real-Time CDP work with Adobe Journey Optimizer and Adobe Customer Journey Analytics?

The three are sibling applications on Adobe Experience Platform, and they divide the work: Real-Time CDP uniﬁes data and builds and activates audiences, Journey Optimizer orchestrates the multi-step journeys and messages those audiences receive, and Customer Journey Analytics analyzes how those journeys performed. Because all three share the same Real-Time Customer Proﬁle, an audience you build in Real-Time CDP is directly available to Journey Optimizer for orchestration and to Customer Journey Analytics for measurement, with no export and re-import between them. You can start with Real-Time CDP alone and add the others as your use cases grow into orchestration and cross-channel analysis.

How is real-time segmentation diﬀerent from traditional segmentation?

Real-time segmentation qualiﬁes a person into or out of an audience the instant their behavior or attributes change, rather than on a batch schedule that can be hours or a day behind. Traditional segmentation evaluates against static or historical data on a recurring run, so a visitor who abandons a cart is not reachable until the next batch completes. In Real-Time CDP, streaming segmentation can qualify that visitor in the moment and make them available for same-session personalization or immediate activation, which is what makes "in the moment" use cases possible rather than next-day ones.

Should I choose the B2C, B2B, or B2P edition of Real-Time CDP?

Choose by the kind of proﬁles you manage: B2C for consumer proﬁles, B2B for account-based proﬁles (people and the accounts they belong to), and B2P (Business-to-Person) when you need both in a single CDP to target the same person across all lines of business. All three are editions of the same product, each oﬀered in a Prime and an Ultimate package, so the choice is about data model and use case, not about buying a diﬀerent platform. The B2B edition adds B2B-speciﬁc schemas, account and people identity resolution with account hierarchies, and a purpose-built Marketo Engage connector; conﬁrm the exact edition and package with your Adobe account team, since guardrails and included capabilities vary by tier.

What are Adobe Real-Time CDP Collaboration and Adobe Real-Time CDP Connections, and are they part of Real-Time CDP?

They are additional Real-Time CDP oﬀerings for two speciﬁc jobs. Real-Time CDP Collaboration is a data clean room application that lets you discover, activate, and measure high-value audiences with advertising and publisher partners in a privacy-safe environment, without relying on third-party cookies and without exposing underlying customer data (it is currently in limited availability by region, so conﬁrm availability for your market). Connections is the data-collection side, capturing streaming behavioral data through Adobe's Edge Network so proﬁles update in real time. Both extend the same Real-Time CDP proﬁle rather than being separate platforms.

What does it take to get started with Real-Time CDP?

Getting started centers on connecting your data sources, mapping them to Experience Data Model schemas, conﬁguring identities and merge policies to build the real-time proﬁle, and setting governance labels and policies, after which you build audiences and connect destinations for activation. You do not have to move everything at once: Real-Time CDP supports ingesting the data you need for real-time use cases while federating other data from your warehouse, so most programs start with one or two high-value use cases and a subset of sources and expand from there. Teams typically pair a data engineer or architect on the connection and identity setup with the marketing owners of the use case.

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Let us show you the full power of Adobe Real-Time CDP.

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Adobe Real-Time CDP for unified customer profiles.

Description

Unify and harmonize customer data to build AI-powered audiences and real-time profiles for personalized engagement across the customer journey.

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2024-03-26

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ADOBE REAL-TIME CDP

Harness customer experience data for intelligent activation.

Explore the features and capabilities of Real-Time CDP.

Connect to data from one flexible environment — no matter the source.

Connect data to form.

Build, activate, and optimize audiences at scale.

Confidently manage your data with enterprise governance tools.

Deliver relevant, real-time customer experiences across every channel.

The latest innovations for Real-Time CDP.

Advancements coming to Real-Time CDP Collaboration.