Adobe has announced enhancements to its Real-Time CDP Collaboration platform, introducing new features designed to help advertisers and marketers transform first-party data into actionable advertising insights while maintaining a focus on privacy.
The updated capabilities aim to provide outcomes-based measurement, facilitate integration with Amazon Marketing Cloud, and enable easier collaboration among brands, publishers, and agencies without the need for additional licences.
First-party data challenges
Adobe outlined the ongoing difficulty brands face in acquiring and activating enough first-party data for large-scale advertising purposes. The decline of third-party data and pixel-based solutions, compounded by data fragmentation and privacy concerns, has highlighted the importance of direct data collaboration strategies among organisations.
Adobe Real-Time CDP Collaboration is designed to address these challenges by offering purpose-built workflows that support discovery, planning, activation, and performance measurement within a single, agnostic environment.
According to Adobe, "First-party data is king, yet as all advertisers and marketers know, there is never enough of it - and it can be difficult to activate for advertising use cases at scale. To help boost first-party data, brands are increasingly turning to data collaboration as a way to strengthen their overall customer data strategy. This shift comes amid growing privacy concerns, fragmentation, and the continued decline of third-party data and pixel-based solutions."
Enhancements to measurement and insights
One of the central new features is outcomes-based measurement, which allows advertisers and publishers to tie advertising exposure to conversions during a campaign, rather than waiting until its conclusion. This shift is intended to support cross-channel attribution, bringing together online and offline conversion data from sources such as web, mobile, email, and in-store purchases.
The company says advertisers and agencies can now use publisher-provided ad exposure datasets against key conversion events, securely unlocking deeper insights for campaign optimisation. The accompanying workflows are designed so marketers can access dashboard insights directly, without relying on dedicated engineering or data science teams.
"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."
According to Adobe, this supports three areas: driving cross-channel attribution, utilising new audience insights with outcomes under the customer's control, and deepening data enrichment through secure partner insights. For customers with large stores of both online and offline data, Adobe says the system makes it possible to directly tie conversion data back to profiles and audiences to influence Return on Advertising Spend (ROAS) and overall customer experiences.
Amazon Marketing Cloud integration
Adobe has also partnered with Amazon Ads to provide a direct connection between Real-Time CDP Collaboration and Amazon Marketing Cloud, which uses AWS Clean Rooms. This integration enables joint customers to analyse audience data, optimise campaigns, and access aggregated product and consumer signals across Amazon's digital ecosystem.
Adobe highlights several use cases enabled by this integration: discovering high-potential audiences through Amazon's extensive shopping, browsing, and streaming data; combining ad performance data to refine bidding and creative strategies; and gaining aggregated insights into how customers interact with products and services across multiple touchpoints.
"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."
The integration is built to require no technical expertise and enables first-party data from Adobe's platform to feed into Amazon Marketing Cloud for advanced, privacy-safe insights and improved customer journey tracking.
Easier collaboration
Adobe is also introducing an offering that enables users of Real-Time CDP Collaboration to invite other brands, publishers, agencies, or data partners into the platform without the need for extra licensing for invited parties. The company says this allows for flexible and immediate collaboration between partners, regardless of which CDP, data warehouse, or identity system they use.
Adobe states, "Coming soon, Adobe is making this easier than ever with a new capability and offering that allows customers of Real-Time CDP Collaboration to invite, invest in, and collaborate with any other brand, publisher, agency, or data partner - without license requirements for the invited party."
This flexibility is designed to help customers expand their data collaboration networks and increase interoperability for advertising and marketing activities. Adobe notes that as more organisations grow their partnership networks, the potential return on investment from data collaboration is increasing.
Privacy and control
All of these new capabilities, according to Adobe, are intended to provide heightened security and privacy for customer data. The system includes embedded privacy-centric workflows, which control how and with whom data is shared, helping organisations respond to signal loss and fragmentation in the advertising ecosystem.
Summing up the aims of these updates, Adobe says, "Signal loss, data fragmentation, and privacy concerns should no longer stand in the way of a great customer data strategy that's built on measurable outcomes. With new innovations in Real-Time CDP Collaboration, customers now have access to intuitive and easy-to-access measurement capabilities and differentiated insights with Amazon Marketing Cloud that drive ROAS - and can soon boost their data collaboration network and partnerships with an easy-to-adopt commercial model."
Adobe emphasises the benefits of making first-party data work harder through deeper insights, enhanced data enrichment, and what it describes as high-impact partnerships enabled by these new capabilities.
