In a privacy-first world, with fewer trusted signals, marketers are under pressure to deliver personalised, measurable campaigns — without compromising data integrity or consumer privacy. Adobe Real-Time CDP Collaboration offers a transformative solution that enables brands to connect with publishers and brand partners in a privacy-centric environment, leveraging streamlined cleanroom workflows for secure and efficient data collaboration.

The result? Full-funnel impact across five strategic use cases:

• Reach
• Retargeting
• Prospecting
• Outcomes-based measurement
• Co-marketing

Let’s explore each use case through the lens of objective, goal and strategy.

 Reach

• Objective
  Maximise exposure by introducing your message to the widest relevant audience. This supports strategic goals such as launching new products, entering untapped markets or repositioning the brand to expand market share.

• Goal
  Build brand visibility and awareness at scale. Fill the top of the funnel with qualified audiences for future retargeting and performance efforts, while contributing to long-term brand equity and customer lifetime value.

• Example approach
  A leading beverage brand seeks to expand its reach among health-conscious, trend-aware urban millennials. With robust first-party data from loyalty programmes and digital channels, the brand uses Real-Time CDP Collaboration to discover publisher audiences aligned with its reach goals. By tapping into publisher insights — demographics, content consumption and engagement across CTV and web — the brand is able to find the right audience for campaign activation, achieving measurable impact while maintaining privacy.

 Retargeting

• Objective
  Strengthen customer lifetime value by delivering personalised advertising to existing customers. Re-engage high-intent users who didn’t convert, addressing critical drop-off points in the conversion journey.

• Goal
  Launch a retargeting campaign that leverages behavioural and engagement data to serve relevant ads aimed at encouraging repeat purchases and converting users.

• Example approach
  A luxury travel brand wants to retarget authenticated users who browsed destinations like Bali or Santorini but didn’t book. Using Real-Time CDP Collaboration and itsr first-party data, the brand securely matches these users with publishers’ audience footprint, identifying how many of them can be reached. This approach allows the brand to extend its retargeting capabilities beyond its owned channels, leveraging publisher data while ensuring privacy through cleanroom-style matching.

Prospecting

• Objective
  Identify and engage new potential customers who have not yet interacted with your brand. Reach top-of-funnel audiences based on characteristics that suggest interest in the product or service.

• Goal
  Target audiences similar to your brand’s high-value customers to drive customer acquisition.

• Example approach
  A financial services brand, facing a plateau in acquisition, analyses its most engaged users and creates a segment in Real-Time CDP. By connecting to publishers in Real-Time CDP Collaboration and using audience index reports, the brand discovers high-value prospect segments to be used for campaign activation, while suppressing existing customers. This ensures efficient media spend and privacy-safe outreach.

 Outcomes-based measurement

• Objective
  Evaluate the true impact of media investments by measuring how ad exposure across a publisher’s properties drives meaningful business outcomes such as conversions, purchases or sign-ups.

• Goal
  Join first-party conversion data (e.g., site purchases, account openings, app installs) with publisher ad exposure logs using Real-Time CDP Collaboration to run an outcome-based measurement report.

• Example approach
  A CPG brand partners with a premium CTV publisher to promote a new product and wants to measure how ad exposure influences purchases. Using Real-Time CDP Collaboration, the brand securely joins its conversion events with publisher ad exposure logs. Aggregated dashboards reveal which audiences and placements drove results, enabling optimisation of future campaigns — all while preserving data privacy.

Co-marketing

• Objective
  Unlock deeper customer insights in a secure, clean room environment to identify shared audiences, align brand strategies and drive impactful joint marketing initiatives. Fuel smarter planning and maximise long-term growth across the partnership by collaborating in a privacy-first environment.

• Goal
  Safely match data and reveal overlapping segments, with additional attributes in order to build a unified customer view to uncover cross-brand engagement opportunities and activate co-marketing at scale across all channels.

• Example approach
  A major sports league and a leading travel company want to create experiential marketing opportunities for their shared loyalty members. Using Adobe Real-Time CDP Collaboration’s private handshake functionality, the two brands securely connect and uncover overlaps in their loyalty programmes. With these insights, they identify shared members and invite them to an exclusive travel company-sponsored experience at a live sports event — deepening engagement and driving loyalty for both partners.

Final thoughts and next steps.

Adobe Real-Time CDP Collaboration empowers marketers to move beyond siloed data and fragmented workflows. Whether you're launching a new product, re-engaging loyal customers, acquiring fresh audiences or measuring impact — collaboration is no longer a technical hurdle. It’s a strategic advantage. Ready to unlock the full potential of your audience strategy? Let’s collaborate. Here are some resources to get you started:

• Inspiration: Don’t Wait…Collaborate! Introducing Real-Time CDP Collaboration

• People and process: Real-Time CDP Collaboration - Process and People

• Technology: Real-Time CDP Collaboration quick start guide

• Innovation: New data partnership capabilities in Real-Time CDP Collaboration

https://business.adobe.com/fragments/resources/cards/thank-you-collections/rtcdp