ADOBE REAL-TIME CDP

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.

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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.

Learn about flexible connectivity

The latest innovations for Real-Time CDP.

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.

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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.

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Adobe Real-Time CDP use cases

Engage new audiences.

Discover and engage new audiences without relying on third-party cookies.

Convert unknown prospects.

Recognize and remarket to unknown visitors with personalized experiences for better conversion.

Create customer profiles.

Build unified profiles that power more targeted and relevant omnichannel experiences.

Retain customers.

Connect data faster to enhance your customer profiles, unlock deeper insights, and retain customers.

Govern customer data

Earn and maintain customer trust through responsible data governance, management, and usage.

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Industry analysts speak.

Content as a Service v3 - Industry analysts speak - Friday, May 15, 2026 at 14:43

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Additional Real-Time CDP offerings.

Adobe Real-Time CDP Collaboration

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.

Learn about Collaboration

Adobe Real-Time CDP Connections

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.

Learn about Connections

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Better together.

Connect Adobe products to create experiences that are right on time and just right for your customers.

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Real-Time CDP + Adobe Journey Optimizer

Build unified profiles and actionable audiences while also creating and delivering personalized customer experiences.

Learn more | Learn more about Real-Time CDP plus Adobe Journey Optimizer

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Real-Time CDP + Adobe Customer Journey Analytics

Supplement customer profiles with cross-channel behavioral insights for enhanced audience creation and activation.

Learn more | Learn more about Real-Time CDP plus Adobe Customer Journey Analytics

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Personalization at scale

Adobe can help you make personalized experiences a part of every customer moment.

Learn more | Learn more about Personalization at scale

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Questions? We have answers.

What is Adobe Real-Time CDP?

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.

What is customer data harmonization in Adobe Real-Time CDP?

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.

What are the similarities and differences between CDP, CRM, and DMPs?

The main difference between a data management platform (DMP), a customer data platform (CDP), and a customer relationship management (CRM) platform is the primary purpose for which customer data is stored and organized. Between managing existing customers, marketing to potential customers, and integrating that information to create a unified customer profile, each platform uses data in different ways.

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.

Does Adobe Real-Time CDP provide customer data management?

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.

What is real-time segmentation?

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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Marketo Configurator Wednesday, May 20, 2026 at 16:43

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Thank you for your interest in Adobe Real-Time CDP. Your request has been submitted to an Adobe representative who will contact you shortly.

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Adobe Real-Time CDP for unified customer profiles.

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Unify and harmonize customer data to build AI-powered audiences and real-time profiles for personalized engagement across the customer journey.

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2024-03-26

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ADOBE REAL-TIME CDP

Harness customer experience data for intelligent activation.

Explore the features and capabilities of Real-Time CDP.

Connect to data from one flexible environment — no matter the source.

Connect data to form.

Build, activate, and optimize audiences at scale.

Confidently manage your data with enterprise governance tools.

Deliver relevant, real-time customer experiences across every channel.

The latest innovations for Real-Time CDP.

Advancements coming to Real-Time CDP Collaboration.