ADOBE REAL-TIME CDP FEATURES

You do not have to move everything, because Real-Time CDP is composable: you decide, per dataset, when to ingest data into Experience Platform and when to leave it in your warehouse and query it in place. Enterprises increasingly keep large volumes of customer data in cloud warehouses, but marketing usually needs only a subset of it, and only for specific campaigns. Composability lets you ingest the data that powers low-latency, in-the-moment experiences while federating the rest, so you avoid duplicating data, bloating the profile, and standing up a new pipeline for every one-off audience.

Ingesting brings data into Adobe Experience Platform, so it lives on the profile and powers low-latency, real-time experiences; federating queries the data where it already sits in your warehouse, without copying it. Ingest the data you need on the profile for in-the-moment use, such as recent behavior that drives same-session personalization. Federate data that is large, sensitive, historical, or only needed for a single campaign, so it stays in the warehouse as the system of record while still being usable to build an audience. The decision is per use case, not all-or-nothing.

Federated Audience Composition lets you build and enrich audiences directly from your enterprise data warehouse using a zero-copy query, then use those audiences in Real-Time CDP without importing the underlying data. You connect a supported warehouse (such as Snowflake, Databricks, Google BigQuery, Amazon Redshift, or Azure Synapse), define which tables and columns are exposed, and compose audiences with a marketer-friendly interface, so a request that used to mean an engineering ticket and a multi-week pipeline becomes self-serve. It supports three patterns: creating audiences from warehouse data, enriching existing Experience Platform audiences with warehouse attributes, and enriching individual profiles.

Yes. By selectively ingesting the data that in-the-moment experiences depend on while federating the rest, you can power real-time personalization and same-page experiences without first copying every dataset into the platform. Federated data supports brand-initiated audiences and enrichment, and the smaller set of streaming data you ingest handles the low-latency signals that trigger real-time decisions, so composability does not force you to choose between warehouse ownership and real-time speed.

Composability lets IT keep sensitive data governed inside enterprise systems while marketing self-serves the audiences it needs through a marketer-friendly interface. IT decides which warehouse tables and columns are exposed and keeps the data under its existing controls; marketing composes and activates audiences without waiting on a ticket for every request. Because governance labels and policies travel with the data into Experience Platform, this division of labor does not trade control for speed, it gives each team the part of the workflow it owns.