What does "activate anywhere" actually mean for Real-Time CDP?

It means you can send the audiences you build to a wide range of destinations, both Adobe and non-Adobe, and act on them on your own properties in real time. Real-Time CDP connects to a large ecosystem of prebuilt destinations, from paid media and social platforms to email, call centers, and connected devices, and it also drives on-site and in-app personalization directly. Activation covers full-proﬁle integration, not only forwarding event-level data, so the enriched proﬁle you built is what reaches each channel.

How is activating an audience in Real-Time CDP diﬀerent from orchestrating a journey in Adobe Journey Optimizer?

Real-Time CDP activates audiences (it sends a deﬁned group of proﬁles to a destination for targeting), while Journey Optimizer orchestrates journeys (it decides the next step, message, and timing for an individual across a multi-step ﬂow). Activation answers "who should this campaign reach"; orchestration answers "what happens next for this person, and when." The two are complementary and share the same Real-Time Customer Proﬁle, so an audience activated from Real-Time CDP can also be the entry point to a Journey Optimizer journey without moving data between tools.

What is Real-Time CDP Collaboration, and how is it diﬀerent from standard activation?

Adobe Real-Time CDP Collaboration is a data clean room application for reaching audiences through advertising and publisher partners, whereas standard activation sends your own audiences to your own destinations. In Real-Time CDP Collaboration, you and a partner match and analyze audiences in a privacy-safe environment (using algorithms that represent audiences without moving or exposing the underlying customer data), then discover overlaps, activate to the partner's channels, and measure results, all without third-party cookies. It is currently in limited availability by region, so conﬁrm availability for your market with your Adobe representative before planning on it.

Can I personalize on my own site and app in real time, not just send audiences to other channels?

Yes, through Adobe Real-Time CDP Connections, the data-collection layer that captures streaming behavior through Adobe's Edge Network and updates the proﬁle in real time, which is what enables same-page and next-page personalization on your own properties. Because qualiﬁcation can happen in the moment, a visitor's action can change what they see in the same session, rather than waiting for a batch process to catch up. This is the on-property side of activation, complementing the destinations you send audiences to.

Do my governance and consent rules follow the data when I activate it?

Yes, governance travels with the data into activation, so the labels, policies, and consent rules you set are enforced at the moment an audience goes to a destination. You assign marketing actions to each destination, and if an activation would violate a data usage policy or a consent state, it is blocked and the reason is shown. This means "activate anywhere" does not mean "activate without controls"; the same enforcement that governs the proﬁle governs where it can go.

Adobe Real-Time CDP Features

Full funnel activation

Activate your B2C and B2B audiences in real-time everywhere, across both Adobe and non-Adobe marketing applications. Real-Time CDP helps you deliver more targeted customer experiences and in-the-moment personalization that helps prospects convert and keeps buyers engaged and coming back for more.

Adobe Real-Time CDP Collaboration

Real-Time CDP Collaboration simplifies how organizations can drive joint audience analysis, activation, and measurement to reach prospects and customers across channels — all while prioritizing customer and data privacy. Organizations can enhance advertising and co-marketing efforts by working with trusted brands and publishers to gain a deeper understanding of prospects and customers and meet them where they are.

Discover. Identify and better understand high-value audiences for engagement and campaign planning across collaboration partners.
Activate. Brands and publishers work together to reach relevant audiences across channels, such as connected TV, commerce media, walled gardens, digital audio, and DSPs.
Measure. View campaign performance and reporting in a single environment to inform advertising and co-marketing efforts.

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Partner data support

With partner-sourced prospect profiles and partner data that doesn’t rely on third-party identifiers, you can reach new customers and enrich your first-party data without cookies for more impactful personalization and business results.

Customer acquisition and addressability. Reach net new customers and reduce dependency on third-party cookies by using cookieless identifiers as well as hashed PII from data partners of your choice.
Full-funnel marketing in a single system. Prospect, personalize, and convert prospective and known customers in a single system.
Built on a foundation of trust. Market responsibly by governing partner data and profiles with patented data usage, labeling, access controls, and more.

Destinations

Activate campaigns, email, targeted advertising, and more with pre-built channel integrations. And use SDKs to create custom destinations of your choosing.

Person and account-based audiences. Deliver audiences based on person or account identities for flexible activation for B2C and/or B2B campaigns.
100+ destinations. Choose from advertising, analytics, email, personalization, agentic, survey, and voice of the customer partners for easy access to where your consumers spend time.
Flexible destinations. Use SDKs to build custom destinations into bespoke or internal systems and endpoints.
Marketer workflows. Use guided workflows to activate audiences to destinations and to understand how they’re being utilized across the enterprise.
Embedded controls. Enforce governance and make sure only appropriate data is leveraged for personalization by ecosystem partners.

Orchestration

Plan customer journeys on an easy-to-use canvas.

Signals beyond marketing. Improve customer experiences by using signals beyond marketing touchpoints, for a more holistic view of customer behaviors and needs.
Outcome-focused approach. Move customers toward conversion with in-moment actions based on defined conditions.

Analysis and segmentation for a fabric ad that excludes small buyers

Real-Time CDP Connections.

Efficiently collect and use event-level data directly without needing third-party cookies or legacy integrations.

Data collection. Use Adobe Experience Platform Edge Network to scale data requests securely.
Event forwarding. Use server-side data event forwarding in real time.
Tag management. Simplify management of analytics, marketing, and advertising tags using our industry-leading tag management system to consolidate web, mobile, and server APIs.
Web and mobile SDKs. Collapse and compress all Adobe product libraries into a single development kit for web and mobile platforms.

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Real-time streaming ingestion, segmentation, and activation

Engage your customers in exactly the right moment by ingesting, processing, and activating data at speed and scale. Real-Time CDP lets you stream data in real time from Adobe and non-Adobe systems for faster insights and time to market.

Learn how to use audience activation features.

Find out everything you need to know about Real-Time CDP activation and more in Experience League - our vast collection of how-to content – including documentation, tutorials, and user guides.

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Questions? We have answers.

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Activation Anywhere in Adobe Real-Time CDP

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Prebuilt B2C and B2B integrations with key marketing and advertising applications allow marketers to personalize people and account-based experiences.

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2024-03-26

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Activation Anywhere in Adobe Real-Time CDP

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