Adobe has rolled out what might be the longest product name in history. (Just kidding, Adobe product marketing team, we love you.)
Adobe has announced the launch of Adobe Real-Time CDP Collaboration (❤️), a customer data platform designed for advertisers and their partners. The platform lets advertisers collaborate with publishers and partners on first-party data, and safely. Adobe says advertisers can use the new CDP to collaborate on and activate audiences, target audiences in a multichannel way, and track campaign performance.
To support this, Adobe has also announced integrations with publishers like NBCUniversal and Warner Bros. Discovery for measurement, along with ecosystem partners including Snowflake and Amazon Web Services, as well as identity providers like Acxiom, LiveRamp, and TransUnion, with The Trade Desk mixed in, too.
Why This Matters:
This launch touches on two key issues in adtech. First… first-party data remains a top priority. With third-party data facing ongoing quality concerns and cookies continuing to disappear, advertisers are turning to first-party data for its accuracy, quality, and built-in compliance (even with some of the scale limitations).
Second, there’s strong demand for secure environments to manage and activate first-party data. When we saw the release, we were actually surprised that Adobe didn’t already have a standalone CDP or data clean room. But it looks like the CDP and clean-room-like capabilities were embedded within Adobe Experience Platform, which the CDP is built on. So, this release essentially “pulls them out” and enhances them in single, dedicated solution.
That said, Adobe has been discussing this CDP for at least two years. This is less about a brand-new product and more about its wider availability in the U.S. after a period of select access.
Experts React:
“Real-Time CDP Collaboration is a major unlock for our clients, and the ease of use is unmatched,” says Giuseppe Cagliostro, Global Client Lead of GroupM Wavemaker, a user at launch. “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.”
Our Take:
Ah, interesting. Simplification and ease of use are key here, which makes sense since the CDP unifies both a CDP and a data clean room. A brand can use a CDP to unify customer data and a clean room to securely match it with publisher or platform data. Adobe’s Real-Time CDP combines both.
