Adobe Real-Time CDP features

Data governance and privacy

Real-Time CDP has the industry's leading enterprise data security and privacy tools so you can build customer trust and protect one of your most important assets — your data.


Labeling and cataloging

Create, manage, and enforce data usage policies with labeling, cataloging, and out-of-the-box templates that can be customized to fit your brand's needs.

  • Categorize data sets. Use labels to define governance and access for both datasets and fields.
  • Customizable labels. Start with provided labels, and customize as needed to meet your organizational requirements.
  • Flexible label access. Apply and edit labels in a user interface or programmatically via API for scale.

Alerts and policies

Prevent users from activating sensitive data with clear policies that are enforced in-system.

  • Automated governance. Set up and automate usage alerts to prevent privacy policy violations.
  • Team empowerment. Enable teams to market responsibly while honoring consumer permissions.
  • Risk elimination. Prevent activation of customer data that could violate internal and external directives.
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Give team members detailed information about where data is sourced and its associated policies by viewing the lineage before activating audiences.

  • Enforcement. Track lineage and enable labels and associated policies flow to downstream services, such as the real-time profile and other destinations.
  • Contextual feedback. Inform practitioners why a specific policy violation may have occurred.
  • Data audit support. Give users detailed information when performing internal or third-party audits on data usage.

Help teams honor customer preferences for consent and data privacy using both an API and marketer-friendly user interface.

  • Consumer rights protections. Recognize customers and their rights as required by regional regulations.
  • Global policy support. Support for regulations such as GDPR, CCPA, and CPRA.
  • Centralized management. Efficiently manage all requests in one place via API or UI.
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Healthcare Shield add-on

For healthcare brands that need to follow HIPAA guidelines in the United States, the Healthcare Shield add-on for Real-Time CDP is a set of innovative new features and enhancements that empower you to uphold consumer privacy and govern customer data at scale.

  • Leverage protected health information (PHI). Enrich unified profiles with protected health information (PHI) as defined by the customer’s privacy team and HIPAA guidelines. Adobe will execute a BAA (Business Associate Agreement) as required by Business Associates.
  • Enhanced privacy. Granular access controls, specific labels for sensitive data, lifecycle management, and time settings for data sets ensure customers can safely solve for data hygiene.
  • Premium features for HIPAA readiness. Extended thresholds for data deletion and automated consent policy enforcement help healthcare organizations meet the needs of customers and patients.

More about data governance.


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Learn how to use data governance and privacy features.

Find what you need in Experience League, our vast collection of how-to content — including documentation, tutorials, and user guides.

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