Adobe Real-Time CDP Collaboration – built natively into Adobe’s customer data platform (CDP), Adobe Real-Time CDP, and also available as a standalone application – helps publishers, brands and their agencies achieve these goals. It provides purpose-built, clean room workflows to discover, plan, activate, and measure performance – all within one agnostic and easy-to-use environment.
To help our customers advance their data strategies across initiatives and objectives, we’re introducing innovation that unlocks outcomes-based measurement and drives deeper audience insights with Amazon Marketing Cloud. In addition, Adobe is excited to bring an innovative commercial offering so that any collaborator can invite any other to create a privacy-centric network.
Outcomes-based measurement that drives actionable insights.
Limited insights – caused by signal loss, data fragmentation, and restricted depth of data – have hamstrung teams for years in their efforts to develop deep analysis that maximizes Return on Advertising Spend (ROAS). While pixel adoption and Conversions API (CAPI) have helped, they don’t provide the deeper, audience-based insights needed to truly move the needle.
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New outcomes-based measurement capabilities in Real-Time CDP Collaboration unlock privacy-centric insights across channels, helping customers to unlock impact with their advertising spend. Typically, advertisers have had to wait for a campaign to end to tie conversions to ad logs and understand insights — but now, they can understand attribution while a campaign is in flight. Publishers can now securely unlock deep insights for advertising partners that drive differentiated value by enabling advertisers and their agencies to use publisher-provided ad exposure data sets against their key conversion events.
Integration with Amazon Marketing Cloud.
Measurement and insights propel more relevant experiences and smarter spend. Adobe and Amazon Ads are partnering to help solve this for our mutual customers by delivering full-funnel media performance that is easy to access, understand and use all while respecting data privacy. With this integration, customers can now connect directly from Real-Time CDP Collaboration to Amazon Marketing Cloud powered by AWS Clean Rooms and maximize their investments with Amazon Ads.
This new integration powers the following use cases:
- Audience discovery: Customers of Real-Time CDP Collaboration and Amazon Marketing Cloud can discover high-potential audiences by analyzing Amazon’s trillions of shopping, browsing and streaming signals and their own inputs.
- Campaign optimization: Customers can combine performance from their Amazon Ads campaigns in Amazon Marketing Cloud to fine-tune their bidding and creative strategies and remarket to their audiences across display, video and search channels.
- Product and Consumer Insights: Real-Time CDP Collaboration customers can tap into Amazon Marketing Clouds’ aggregated signals to understand how customers discover, consider, and purchase products across the Amazon store, and formats, websites, and devices where they browse, stream, or shop.
The integration between Amazon Marketing Cloud and Real-Time CDP Collaboration provides advertisers and agency partners simple connectivity that doesn’t require technical expertise. First-party insights from Adobe flow seamlessly into Amazon Marketing Cloud, delivering advanced insights that drive performance and successful customer journeys in a secure and privacy-safe environment.
SOURCE: Adobe