Adobe has announced the general availability of Adobe Real-Time CDP Collaboration in the U.S., a new solution designed to help advertisers and publishers navigate the evolving digital advertising landscape. As brands move away from third-party audience signals due to increasing consumer control over privacy settings, they require innovative tools to identify relevant audiences and deliver personalized ad experiences. Real-Time CDP Collaboration provides a secure environment where advertisers and publishers can collaborate on first-party data—data that is inherently consent-driven and built on trusted customer relationships. This allows brands to identify high-value audiences and activate campaigns without moving or exposing directly identifiable customer data.
As part of this launch, Adobe has partnered with Warner Bros. Discovery (WBD), adding it as the latest publisher to Real-Time CDP Collaboration. This partnership enables advertisers to discover new audiences based on consumer preferences within WBD properties and activate targeted campaigns across WBD’s portfolio of brands.
“We are thrilled to partner with Adobe on this innovative first-party data solution,” said Ryan Gould, president of U.S. advertising sales, go to market, Warner Bros. Discovery. “Leveraging these dynamic tools will empower advertisers to maximize their campaigns’ success across our premium content portfolio by delivering curated brand experiences to consumers in privacy-centric, contextually relevant ways.”
Giuseppe Cagliostro, Global Client Lead at GroupM Wavemaker, also highlighted the efficiency of the platform, stating, “Real-Time CDP Collaboration is a major unlock for our clients, and the ease of use is unmatched. It eliminates hours of time we usually spend on creating a data clean room, with an intuitive user interface that delivers meaningful audience insights used to plan campaigns, execute with greater speed and measure the impact of media buys.”
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Built on Adobe Experience Platform, which unifies customer data across every channel, Real-Time CDP Collaboration is designed for brands looking to enhance first-party data collaboration. In addition to creating high-value audiences and optimizing campaigns, advertisers can measure ad effectiveness directly with publishers, now including NBCUniversal and Warner Bros. Discovery. Adobe also offers seamless integration with leading ecosystem partners, including Snowflake, Amazon Web Services (AWS), and identity partners such as Acxiom, LiveRamp, TransUnion, and The Trade Desk.
“The move away from third-party signals such as Internet cookies has presented an opportunity for brands to make better use of their first-party data, driving more relevant ad experiences based on direct customer relationships,” said Sundeep Parsa, vice president of product, Adobe Experience Cloud. “By enabling tighter collaboration between advertisers and publishers within a privacy-centric environment, this latest offering in Adobe Experience Cloud is filling in gaps left by third-party data sources and empowering brands to deliver ads that resonate with customers.”
Key Capabilities of Real-Time CDP Collaboration:
- Seamless Partner Connectivity: Advertisers and publishers can connect through a centralized application, utilizing intuitive dashboards that highlight audience overlap and opportunities for customer acquisition, retargeting, or suppression. The solution allows brands to leverage existing audiences built within Adobe Real-Time CDP or other preferred cloud storage and data platforms. Adobe’s privacy-first architecture ensures brands can maximize audience discovery without exposing proprietary customer data.
- Direct Audience Activation: Advertisers can activate audience segments directly with publishers across key advertising channels, including display, video, and TV streaming. Brands can target high-value customers using premium inventory while optimizing ad spend by suppressing already-converted audiences. Coming soon, AI-powered audience expansion will allow advertisers to discover high-propensity customers through lookalike modeling, enhancing audience scale and targeting efficiency.
- Comprehensive Performance Measurement: Brands will have access to real-time campaign insights to measure ROI and optimize engagement. Advertisers can leverage dashboards with metrics such as impressions, reach, and frequency across active and historical campaigns. Future enhancements will include secure integration of audience and conversion data for outcomes-based measurement and seamless export of insights to Adobe Customer Journey Analytics and Adobe Mix Modeler for cross-channel analysis and strategic media planning.
With Real-Time CDP Collaboration, Adobe continues to bridge the gap between advertisers and publishers, enabling them to harness the power of first-party data in a privacy-centric way. As the advertising ecosystem shifts away from third-party data reliance, Adobe‘s latest innovation empowers brands to drive more meaningful and personalized customer interactions while maintaining data security and compliance.