Adobe Real-Time CDP Collaboration: General Availability Announcement

Adobe has officially launched Adobe Real-Time CDP Collaboration, a secure data clean room designed for advertisers and publishers to collaborate on first-party data. This innovative tool allows advertisers to identify high-value audiences and run campaigns directly without compromising customer data.

Trends Driving the Need for Data Privacy Solutions

Two significant trends are prompting advertisers and publishers to seek new ways to protect privacy while still effectively monetizing audiences. The first trend involves the shift away from third-party data, exemplified by Google’s decision to remove third-party cookies from its Chrome browser. The second trend is the increasing consumer concern for online privacy, with 73% of consumers expressing greater worries about data privacy compared to previous years according to SAS, an analytics software vendor.

Diving Deeper into Google’s Privacy Sandbox

Google’s Privacy Sandbox: What you need to know

Adobe Real-Time CDP Collaboration offers a centralized platform for advertisers and publishers to collaborate, providing insights on audience overlap and opportunities for customer acquisition, retargeting, or suppression in real-time. Brands can utilize existing audiences within Adobe Real-Time CDP or other preferred platforms securely without exposing sensitive customer data.

Advertisers and publishers can activate relevant audience segments across various advertising channels, including display, video, and TV streaming. Additionally, Adobe plans to introduce AI capabilities for expanding audience sets and discovering high-propensity customers through lookalike models in the near future.

Partnerships and Adoption

In the announcement of the general availability of Adobe Real-Time CDP Collaboration, Warner Bros. Discovery was revealed as the latest publishing partner. Notable advertisers and agencies using the product include Alterra Mountain Company, Major League Baseball, The Coca-Cola Company, and GroupM Wavemaker.

FAQs

1. What is Adobe Real-Time CDP Collaboration?

Adobe Real-Time CDP Collaboration is a data clean room that enables secure collaboration between advertisers and publishers on first-party data.

2. How does Adobe Real-Time CDP Collaboration help protect privacy?

The tool allows advertisers to run campaigns directly without exposing underlying customer data, ensuring privacy compliance.

3. Can brands leverage existing audiences within Adobe Real-Time CDP?

Yes, brands can use audiences within Adobe Real-Time CDP or their preferred platforms while safeguarding proprietary customer information.

4. What advertising channels can be utilized with Adobe Real-Time CDP Collaboration?

Advertisers and publishers can activate audience segments across display, video, and TV streaming channels.

5. What future capabilities are planned for Adobe Real-Time CDP Collaboration?

Adobe is working on incorporating AI features to expand audience sets and identify high-propensity customers through lookalike models.