You launched a media network. You built the audiences. Your advertisers are running campaigns. So why does scaling your media network feel this hard? The gap between the value of first-party data and the ability to turn it into repeatable, scalable success is where most media network growth stalls. The problem is not the value of your data; it's the infrastructure getting between the data and the revenue.

And you’re not alone — the gap between data potential and media network performance is an industry-wide challenge. The research firm eMarketer projects that US commerce media ad spend (encompassing retail, finance and travel verticals) will grow to $136B and 24% of all digital ad spend by 2030. Commerce media ad spend has evolved from pilots to an ongoing piece of the channel mix, but Forrester Consulting found that 80% of media networks said their priorities were improving targeting with first-party data, strengthening measurement, generating incremental revenue and building strategic partnerships.

The demand is real. The data exists. What you need to do now is connect them.

From data potential to repeatable performance.

Adobe Real-Time CDP Collaboration delivers exactly that, giving media networks the infrastructure and capabilities to maximise growth across both managed and self-service offerings. Building on Adobe’s market-leading customer data platform and collaboration offerings, Real-Time CDP Collaboration unlocks the ability for media networks to scale first-party audience targeting, second- and third-party data collaboration, performance measurement and creative generation via Adobe GenStudio.

Powered by the Adobe AI Platform, media networks can tap specially designed agents, intuitive workflows and best-in-class interoperability to deliver value to advertisers and their agencies — without the operational complexity that typically stands in their way.

The full capability set.

In beta now, media networks can unlock repeatable scale and success with a purpose-built portal to onboard advertisers and offer managed or self-serve pathways. Key capabilities in Real-Time CDP Collaboration help media networks:

• Showcase first-party data from their system of choice — whether Adobe Real-Time Customer Data Platform, a data warehouse or cloud store — with privacy-safe, zero-data-copy technology
• Enable agentic campaign planning from natural language prompts that generate a recommended cohort to target and achieve specific campaign goals
• Create flexible cohorts for precise targeting across dimensions such as customer profiles, attributes, behaviours, households, product categories and more
• Connect advertisers to privacy-safe second- and third-party insights via simple data collaboration workflows, with support for connected TV, demand-side platforms and data partners
• Activate onsite and offsite with pre-built connectors and APIs, across both paid and owned channels
• Provide out-of-the-box campaign measurement with performance dashboards and advanced attribution reports
• Generate creative informed by the full context of audiences and cohorts using a native integration with Adobe GenStudio
• Scale with built-in governance and privacy that partitions advertiser accounts, brands and sub-brands and provides access controls to manage account relationships

Adobe’s solution is designed modularly to meet media networks where they are and offer flexibility. As the business grows and advertisers demand more mature capabilities, media networks can unlock capabilities for value-add offerings to serve advertisers of all sizes.

A critical moment for media networks.

In many industries, a commerce media network is no longer a differentiator — it's table stakes. As more enterprises launch media networks, the pressure has shifted from "can we do this?" to "can we do this better than the media network that launched last quarter?" Winning that race requires data that's actionable, creative that converts and measurement that closes the loop before the next campaign brief lands on your desk.

That’s what Adobe Real-Time CDP Collaboration for Media Networks is built to do. With native connectivity across the Adobe AI Platform, it enables true differentiation. To learn more, contact your Adobe representative.

Lory Mishra is the principal product marketer for Adobe Real-Time CDP. She launched and currently leads the go-to-market for Real-Time CDP Collaboration, a radically simple data collaboration application that enables brands, publishers and media networks to acquire customers, personalise experiences and monetise data assets without compromising privacy. Prior to her role in product marketing, Lory led account teams for Adobe's largest enterprise customers and has worked in digital marketing agencies, driving performance marketing initiatives across industries.

Clayton Smith leads the product strategy and development for Adobe Real-Time CDP Collaboration. He is passionate about innovating the industry to find more value in quality data and reimagining legacy solutions using modern and privacy-enhancing tooling. With over 11 years of experience in digital experience strategy, analytics and product management roles at companies like AWS, T-Mobile and Merkle, Clayton leads with customer empathy and a pragmatic product sense.

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