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.
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.
With Real-Time CDP, you can connect and normalize online, offline, and pseudonymous customer data to create unified B2B and B2C profiles and audiences in one platform. From this foundation, Real-Time CDP automatically denormalizes and materializes data optimized for real-time decisioning, personalization engagement with customers and prospects.
Standardize, clean, and monitor data. Ensure data is consistently structured, clean, and traceable, enabling accurate insights and trusted customer experiences.
Harmonize and unify customer profiles. Empower teams across the organization to access and update a unified customer profile that ensures they’re working with consistent, current information.
Get efficient self-serve templates and interactive tools. Help teams to act more quickly with resources that are marketer-friendly and agent-supported.
Data Engineering Agent. Automate data onboarding, SQL preparation, data collection, and troubleshooting with Data Engineering Agent.
Stand up and optimize campaigns with tools to create and segment audience and customer profiles in real time — all enriched with diverse data sources and powered with AI insights.
Create and manage audience insights from a centralized interface. Quickly create, manage, and optimize audiences using intuitive tools and natural-language prompts. This streamlines the process of building and refining audiences, reduces reliance on technical resources, and accelerates speed to market for campaigns.
Get advanced audience insights for personalization. Gather deep, actionable insights into audience behavior and campaign performance, enabling more precise targeting and personalization.
Enrich audiences with flexible input from all sources. Leverage data from multiple sources — including warehouse connections and second- and third-party partner data — to enrich and activate audiences across channels, while keeping management central and internal.
Confidently manage your data with enterprise governance tools.
Manage customer data across all lines of business from one centralized platform.
Give teams enterprise data privacy and compliance. Create, manage, and enforce data usage policies across teams that help ensure sensitive data is only used in approved ways and aligns with privacy regulations.
Use permissions to control data access and security. Determine which users and teams can access specific data types and actions, limiting the exposure of sensitive information and reducing the risk of unauthorized access.
Deliver relevant, real-time customer experiences across every channel.
Reach new customers, personalize engagement, and optimize the entire funnel for measurable impact with real-time engagement.
Deliver targeted customer experiences and in-the-moment personalization. Leverage real-time data ingestion and streaming delivery to activate personalized experiences for customers faster.
Plan, orchestrate, and activate cross-channel journeys. Use prebuilt integrations and APIs to activate known and unknown data across channels to build destinations for customers along their journey. Plan journeys using a marketer-friendly, easy-to-use canvas to activate with even more speed.
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.
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.
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.
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.
Driving results for some of the world’s biggest companies.
“Our expanded partnership with Adobe will enable us to enhance the customer experience even further, driving personalization at scale and further optimizing The Home Depot experience across online and in store.”
Melanie Babcock, Vice President of Integrated Media The Home Depot
Connect Adobe products to create experiences that are right on time and just right for your customers.
Real-Time CDP + Adobe Journey Optimizer
Build unified profiles and actionable audiences while also creating and delivering personalized customer experiences.
Real-Time CDP + Adobe Customer Journey Analytics
Supplement customer profiles with cross-channel behavioral insights for enhanced audience creation and activation.
Personalization at scale
Adobe can help you make personalized experiences a part of every customer moment.
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Questions? We have answers.
Built on Adobe Experience Platform, Adobe Real-Time CDP is a customer data platform that harmonizes customer and account data across any source — from zero- to third-party data — and uses AI to intelligently build, manage, and activate audiences in real time. By transforming fragmented data into a foundation for relevant experiences, Real-Time CDP enables in-the-moment, privacy-conscious personalization, helping B2C and B2B brands effectively engage with customers at every step of the lifecycle.
In Adobe Real-Time CDP, data harmonization means standardizing, validating, and connecting customer data from online, offline, and pseudonymous sources into a single, unified customer profile. Data is structured using an industry-standard experience data model, validated during ingestion, and updated in real time so teams across the organization can access consistent, trusted customer information for activation and engagement.
A customer data platform (CDP) builds a robust, varied picture of customers by collecting and harmonizing data from a wide array of sources. A CDP combines customer data from your website, customer service interactions, mobile app visits, physical visits to a store, and even your CRM or DMP.
The focus of a customer relationship management (CRM) platform is managing relationships with existing customers and leads. It helps organize data such as purchase history, customer contact information, and any communications that might have happened with a customer.
A data management platform (DMP) pulls user data from third parties to target audiences more efficiently and segment key attributes. It captures user data, anonymizes it, and then exchanges it with other companies for targeted advertising.
Yes. Adobe Real-Time Customer Data Platform (CDP) provides customer data management across the customer lifecycle — from prospects to a first-time and return site visitor to converted customers buying various products or services across lines of business.
Real-time segmentation refers to the instant qualification, membership, and grouping of users based on in-the-moment data. This can include their current behavior, recent actions, or up-to-date attributes.
Unlike traditional segmentation, which relies on static or historical data, real-time segmentation responds to what users are doing in the moment. This allows marketers to adapt immediately.
By using real-time data, businesses can personalize content, experiences, or offers as users engage. This improves relevance and increases the chance of conversion.
Real-time segmentation helps marketers meet users’ needs and preferences as they happen. This leads to stronger engagement, faster decision-making, and higher campaign performance.
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Let us show you the full power of Adobe Real-Time CDP.
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