Adobe Launches Real-Time CDP Collaboration for Advertisers & Publishers

Adobe introduces Real-Time CDP Collaboration, empowering advertisers and publishers with secure, privacy-focused first-party data partnerships.

Adobe has released Adobe Real-Time CDP Collaboration in the U.S. on general availability, a new solution that is meant to assist advertisers and publishers as they face the changing digital ad landscape. As third-party audience signals disappear as a result of shifting privacy habits, brands are turning more to first-party data to engage with relevant audiences. Adobe's Real-Time CDP Collaboration offers a safe space for publishers and advertisers to work together on first-party data without revealing directly identifiable customer data. In an effort to extend its abilities, Adobe has introduced Warner Bros. Discovery (WBD) as its newest publisher partner. This relationship allows advertisers to find new audience segments on WBD properties and engage in meaningful campaigns across its suite. Ryan Gould, president of U.S. advertising sales, go-to-market at WBD, underscored that the collaboration will help advertisers improve their campaign success by presenting carefully curated brand experiences in a privacy-conscious way.

Giuseppe Cagliostro, Global Client Lead at GroupM Wavemaker, highlighted the efficiency of the platform, stating that it streamlines the data collaboration process by eliminating the need for time-consuming data clean room setups. Built on Adobe Experience Platform, Real-Time CDP Collaboration enables advertisers and publishers to create high-value audiences, measure ad effectiveness, and securely connect data across ecosystem partners, including Snowflake, Amazon Web Services, and identity providers such as Acxiom and LiveRamp.

Sundeep Parsa, Adobe Experience Cloud's vice president of product, emphasized the importance of the solution to counter the issue brought about by the degradation of third-party signals. Through encouraging direct collaboration among advertisers and publishers, Adobe's new innovation strives to deliver more relevant ad experiences while respecting customer privacy.

The platform enables brands to reach trusted partners, engage audiences on display, video, and TV streaming, and measure campaign performance using on-demand dashboards. Future features include AI-driven audience expansion and advanced measurement capabilities, further demonstrating Adobe's dedication to data-driven advertising innovation.