Adobe Real-Time Customer Data Platform Collaboration for agencies.

Built natively into Real-Time CDP, Adobe's customer data platform, Real-Time CDP Collaboration is a user-friendly data collaboration application that helps organizations work securely with trusted partners. It brings first-party data together in a privacy-centric environment for joint audience analysis, activation, and measurement across paid and owned media channels.

Traditional data clean rooms can support this kind of collaboration, but separate implementations often create new silos, require significant technical setup, and add complexity around data movement and governance. Real-Time CDP Collaboration extends the clean-room model by bringing these workflows into a single application that helps brands, agencies, publishers, and other media partners work together more easily.

It simplifies end-to-end collaboration with three core capabilities:

---

Discover: Identify high-value audience opportunities by comparing first-party data with brand partner and third-party data partner audiences to uncover overlap and targeting potential without running new data queries.

---

Activate: Securely activate shared audiences across channels including connected TV, commerce media, walled gardens, digital audio, and demand-side platforms to support prospecting, retargeting, and suppression use cases.

---

Measure: View campaign performance in a unified environment, then measure and optimize it with on-demand dashboards and metrics that support real-time adjustment.

---

#F5F9FF

Across these workflows, Real-Time CDP Collaboration brings MarTech and AdTech closer together, helping agencies reduce duplication and extend the value of audience, behavioral, and conversion data across the customer journey.

These capabilities support two common collaboration patterns: working directly with publishers on behalf of advertiser clients and enabling advertisers to collaborate with their agencies while retaining control over first-party data.

Use Case 1: Agency-to-publisher collaboration

Real-Time CDP Collaboration gives agencies a more direct way to use advertiser-approved first-party data to plan and activate media with a publisher partner. Agencies can identify relevant publisher audiences, deliver campaigns across the publisher’s inventory, and measure performance without either party exposing its underlying raw customer data or relying on disconnected clean-room workflows.

Let’s say Agency99, a media agency, wants to run targeted campaigns across TV Tube, a digital streaming publisher. Agency99 joins with the agency role, creates a sub-account for its advertiser client, and sources the client’s approved first-party audiences into its workspace. TV Tube onboards with the publisher role and configures a destination for campaign activation.

Once the collaboration is established, the agency and publisher work through three core capabilities:

This model helps agencies extend campaign reach through publisher audiences faster without exposing or transferring raw information, protecting customer data. It enables more precise audience targeting, simplifies campaign execution, and provides shared performance insights to improve effectiveness and optimize future investments.

Use Case 2: Advertiser-to-agency operating model

Brands want agencies to execute campaigns without losing control of first-party data. Real-Time CDP Collaboration lets advertisers define how agencies can use their data while enabling both parties to plan audiences, activate campaigns bidirectionally, and share performance insights without direct raw-data transfers.

For example, Luma, an athletic retailer, wants to collaborate with Holdco, an agency, on audience planning and campaign activation. Luma joins with the advertiser role, while Holdco joins with the agency role. Both source their audiences and configure destinations because either party may activate audiences through the collaboration.

Luma connects with Holdco and defines the settings that govern how the two organizations will work together. Once Holdco accepts, Luma creates a collaboration project. The collaboration then moves through three stages:

This collaboration pattern enables advertisers and agencies to work bidirectionally without exchanging underlying customer data. Agencies can execute more effective media campaigns using first-party insights, while advertisers gain actionable performance data that can inform customer profiles, owned media orchestration, and future audience strategies.