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.
Lineage
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.
Privacy service and consent management
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 data governance security and privacy. Efficiently manage all requests in one place via API or UI.
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.
Learn how to use data governance and CDP security features.
Find what you need in Experience League, our vast collection of how-to content — including documentation, tutorials, and user guides.
Questions? We have answers.
How does Adobe Real-Time CDP make data governance easier for marketing and IT leaders?
Adobe Real-Time CDP brings everyone together under one data governance platform, letting marketing and IT teams easily set rules, permissions, and data labels across the business.
- This means less manual work, fewer silos, and faster compliance checks—so teams can spend more time driving growth, not tracking
- policies.
- Give both marketers and IT clear visibility and control to support secure, consistent data use in every department.
Can Adobe Real-Time CDP future-proof data privacy as regulations and tech stacks evolve?
Yes, Adobe Real-Time CDP is designed to evolve with changing privacy regulations and shifting enterprise martech stacks, ensuring organizations maintain compliance and adaptability.
- The system seamlessly updates to support new requirements (like emerging privacy laws or cookie deprecation).
- Flexible APIs and integrations ensure the solution remains interoperable with legacy and new technologies alike.
What’s the difference between Adobe Real-Time CDP’s automated governance versus manual compliance approaches?
Unlike manual compliance tools, Adobe Real-Time CDP provides real-time, automated enforcement that continuously monitors data usage and user actions for violations.
- Automated alerts and policies dramatically reduce manual oversight and accelerate enforcement cycles.
- This proactive approach helps enterprises reduce compliance gaps and liability risks.
How does Adobe Real-Time CDP’s Healthcare Shield ensure HIPAA-compliant data governance, and why is industry-specific protection necessary?
Adobe Real-Time CDP’s Healthcare Shield is built to meet the nuanced privacy standards and security obligations faced by healthcare organizations. It enables HIPAA-compliance through:
- Specialized workflows secure and manage PHI to meet HIPAA privacy mandates.
- Automated consent, data lifecycle management, and audit trails support industry-specific compliance.
- Adobe’s Healthcare Shield offers BAA options and enhanced health data controls—learn more at Health Data Ready.
