Adobe Announces General Availability of Real-Time CDP Collaboration for Brands to Jointly Drive Ad Performance in a Privacy-First Landscape
Adobe (ADBE) has announced the general availability of Real-Time CDP Collaboration in the U.S., a solution designed to help advertisers and publishers navigate the shifting advertising landscape away from third-party data. The platform provides a secure environment for first-party data collaboration while maintaining privacy compliance.
Warner Bros. Discovery (WBD) joins as the latest publisher partner, enabling advertisers to discover and target audiences across WBD properties. The solution has been piloted by major brands including Alterra Mountain Company, GroupM Wavemaker, Major League Baseball, and The Coca-Cola Company.
The platform offers three key capabilities: connecting with trusted partners through intuitive dashboards, activating audiences directly across various ad channels, and measuring campaign performance with detailed metrics. The system integrates with ecosystem partners including Amazon Web Services, Snowflake, and identity partners such as Acxiom, LiveRamp, TransUnion, and The Trade Desk.
Adobe (ADBE) ha annunciato la disponibilità generale di Real-Time CDP Collaboration negli Stati Uniti, una soluzione progettata per aiutare gli inserzionisti e gli editori a navigare nel paesaggio pubblicitario in evoluzione, allontanandosi dai dati di terze parti. La piattaforma offre un ambiente sicuro per la collaborazione sui dati di prima parte, mantenendo la conformità alla privacy.
Warner Bros. Discovery (WBD) si unisce come ultimo partner editore, consentendo agli inserzionisti di scoprire e targetizzare il pubblico attraverso le proprietà di WBD. La soluzione è stata testata da marchi importanti tra cui Alterra Mountain Company, GroupM Wavemaker, Major League Baseball e The Coca-Cola Company.
La piattaforma offre tre funzionalità chiave: connessione con partner fidati attraverso dashboard intuitive, attivazione del pubblico direttamente su vari canali pubblicitari e misurazione delle performance delle campagne con metriche dettagliate. Il sistema si integra con partner dell'ecosistema tra cui Amazon Web Services, Snowflake e partner di identità come Acxiom, LiveRamp, TransUnion e The Trade Desk.
Adobe (ADBE) ha anunciado la disponibilidad general de Real-Time CDP Collaboration en EE. UU., una solución diseñada para ayudar a los anunciantes y editores a navegar por el cambiante panorama publicitario alejándose de los datos de terceros. La plataforma proporciona un entorno seguro para la colaboración de datos de primera parte, manteniendo la conformidad con la privacidad.
Warner Bros. Discovery (WBD) se une como el último socio editor, permitiendo a los anunciantes descubrir y dirigirse a audiencias en las propiedades de WBD. La solución ha sido pilotada por marcas importantes como Alterra Mountain Company, GroupM Wavemaker, Major League Baseball y The Coca-Cola Company.
La plataforma ofrece tres capacidades clave: conectar con socios de confianza a través de paneles intuitivos, activar audiencias directamente en varios canales publicitarios y medir el rendimiento de las campañas con métricas detalladas. El sistema se integra con socios del ecosistema, incluidos Amazon Web Services, Snowflake y socios de identidad como Acxiom, LiveRamp, TransUnion y The Trade Desk.
어도비 (ADBE)는 미국에서 실시간 CDP 협업의 일반 가용성을 발표했습니다. 이 솔루션은 광고주와 출판사가 제3자 데이터에서 벗어나 변화하는 광고 환경을 탐색하는 데 도움을 주기 위해 설계되었습니다. 이 플랫폼은 개인 정보 보호 규정을 준수하면서 1차 데이터 협업을 위한 안전한 환경을 제공합니다.
워너 브라더스 디스커버리 (WBD)는 최신 출판 파트너로 참여하여 광고주가 WBD 자산에서 잠재 고객을 발견하고 타겟팅할 수 있도록 합니다. 이 솔루션은 Alterra Mountain Company, GroupM Wavemaker, 메이저 리그 베이스볼, 코카콜라 컴퍼니와 같은 주요 브랜드에 의해 파일럿 테스트되었습니다.
이 플랫폼은 세 가지 주요 기능을 제공합니다: 직관적인 대시보드를 통해 신뢰할 수 있는 파트너와 연결하고, 다양한 광고 채널에서 직접 잠재 고객을 활성화하며, 상세한 지표로 캠페인 성과를 측정합니다. 이 시스템은 Amazon Web Services, Snowflake 및 Acxiom, LiveRamp, TransUnion, The Trade Desk와 같은 신원 파트너를 포함한 생태계 파트너와 통합됩니다.
Adobe (ADBE) a annoncé la disponibilité générale de Real-Time CDP Collaboration aux États-Unis, une solution conçue pour aider les annonceurs et les éditeurs à naviguer dans le paysage publicitaire en évolution, loin des données tierces. La plateforme offre un environnement sécurisé pour la collaboration sur les données de première partie, tout en maintenant la conformité à la vie privée.
Warner Bros. Discovery (WBD) rejoint en tant que dernier partenaire éditeur, permettant aux annonceurs de découvrir et de cibler des audiences à travers les propriétés de WBD. La solution a été testée par des marques majeures telles qu'Alterra Mountain Company, GroupM Wavemaker, Major League Baseball et The Coca-Cola Company.
La plateforme offre trois capacités clés : se connecter avec des partenaires de confiance via des tableaux de bord intuitifs, activer des audiences directement sur divers canaux publicitaires et mesurer les performances des campagnes avec des métriques détaillées. Le système s'intègre aux partenaires de l'écosystème tels qu'Amazon Web Services, Snowflake et des partenaires d'identité comme Acxiom, LiveRamp, TransUnion et The Trade Desk.
Adobe (ADBE) hat die allgemeine Verfügbarkeit von Real-Time CDP Collaboration in den USA angekündigt, einer Lösung, die Werbetreibenden und Verlegern helfen soll, sich im sich verändernden Werbemarkt von Drittanbieter-Daten zu lösen. Die Plattform bietet eine sichere Umgebung für die Zusammenarbeit mit Erstanbieterdaten und gewährleistet die Einhaltung des Datenschutzes.
Warner Bros. Discovery (WBD) tritt als neuester Verlegerpartner bei und ermöglicht es Werbetreibenden, Zielgruppen über die WBD-Eigentümer zu entdecken und anzusprechen. Die Lösung wurde von großen Marken wie Alterra Mountain Company, GroupM Wavemaker, Major League Baseball und The Coca-Cola Company getestet.
Die Plattform bietet drei Hauptfunktionen: die Verbindung mit vertrauenswürdigen Partnern über intuitive Dashboards, die direkte Aktivierung von Zielgruppen über verschiedene Werbekanäle und die Messung der Kampagnenleistung mit detaillierten Kennzahlen. Das System integriert sich mit Ecosystem-Partnern wie Amazon Web Services, Snowflake und Identitätspartnern wie Acxiom, LiveRamp, TransUnion und The Trade Desk.
- Launch of new privacy-compliant advertising solution addressing third-party cookie deprecation
- Partnership with major media company Warner Bros. Discovery
- Integration with key industry partners including AWS, Snowflake, and The Trade Desk
- Adoption by major brands including Coca-Cola and MLB
- None.
Insights
Adobe's Real-Time CDP Collaboration represents a strategic pivot in the $600+ billion digital advertising industry, positioning the company at the forefront of privacy-compliant advertising solutions. This launch is particularly timely as the industry faces the imminent deprecation of third-party cookies, which has created significant uncertainty in digital advertising targeting and measurement.
The platform's integration with Warner Bros. Discovery adds substantial value, providing advertisers access to premium content audiences across one of the largest media networks. This partnership, combined with existing collaboration with NBCUniversal, gives Adobe significant leverage in the connected TV and streaming advertising space, which is projected to reach
Three key technological differentiators make this launch particularly significant:
- The platform's ability to maintain data privacy while enabling sophisticated audience targeting addresses a critical market need
- The seamless integration with Adobe Experience Platform provides a competitive advantage through unified customer data management
- The extensive partner ecosystem, including AWS and The Trade Desk, creates a robust network effect that could accelerate adoption
The solution's impact on Adobe's business model is multifaceted. Beyond generating direct revenue through licensing and usage fees, it strengthens Adobe's position in the enterprise marketing technology stack. This creates deeper integration with clients' advertising workflows, potentially increasing switching costs and customer retention rates.
The upcoming AI-powered audience expansion and lookalike modeling capabilities signal Adobe's commitment to leveraging artificial intelligence for advertising optimization. This could provide a significant competitive advantage, particularly in scenarios where first-party data scale is
- Adobe Real-Time CDP Collaboration delivers a secure environment for advertisers and publishers to jointly discover, activate and measure high-value audiences through consent-driven first-party data
- Warner Bros. Discovery is the latest publisher to integrate with Real-Time CDP Collaboration, and advertisers and agencies including Alterra Mountain Company, GroupM Wavemaker, Major League Baseball and The Coca-Cola Company piloted the solution to deliver personalized and performant ads
- Seamless interoperability also enables brands to connect data across ecosystem partners such as Amazon Web Services and The Trade Desk, or activate audiences created in Adobe Experience Platform
Homepage (Graphic: Adobe)
Adobe unveiled Warner Bros. Discovery (WBD) as its latest publisher partner for Real-Time CDP Collaboration. This partnership enables advertisers to discover new audiences based on consumer preferences within WBD properties. Advertisers can then activate relevant campaigns across the WBD portfolio of brands. “We are thrilled to partner with Adobe on this innovative first-party data solution,” said Ryan Gould, president of
“Real-Time CDP Collaboration is a major unlock for our clients, and the ease of use is unmatched,” said Giuseppe Cagliostro, Global Client Lead, GroupM Wavemaker. “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.”
Built on Adobe Experience Platform, which provides a single view of customers across every channel, Real-Time CDP Collaboration is purpose-built for brands to connect and collaborate on first-party data. In addition to creating new high-value audiences and driving more relevant campaigns, users can measure ad effectiveness directly with publishers that now include NBCUniversal and Warner Bros. Discovery. Adobe also offers a flexible solution where customers can securely connect data across ecosystem partners including Snowflake and Amazon Web Services (AWS), and identity partners including 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.”
With Real-Time CDP Collaboration, brands can:
- Connect with trusted partners: From a centralized application, advertisers and publishers can connect and collaborate with intuitive dashboards that instantly surface insights on audience overlap and opportunities for customer acquisition, retargeting or suppression. Set-up is quick and easy, allowing brands to leverage audiences already built within Adobe Real-Time CDP, or other preferred platforms and cloud storage partners. Adobe’s privacy-centric architecture enables brands to maximize audience discovery and activation, all without exposing proprietary customer information or data. Brands can also customize data visibility and access to ongoing campaigns.
- Activate audiences directly: Advertisers can activate relevant audience segments directly with publishers across ad channels such as display, video and TV streaming. Advertisers can reach high-value customers, tapping into premium inventory and suppressing already-converted audiences to optimize spend. For publishers, teams can scale ad revenue and strengthen brand relationships by refining audience targeting. Coming soon, advertisers can expand audience sets through AI and discover high-propensity customers with publishers through lookalike models, with experimentation set-up in mere seconds. Brands will also soon be able to leverage third-party identifiers and data partners to boost identity match rates and audience scale.
- Measure campaign performance: Brands will have access to actionable campaign insights to demonstrate ROI and make adjustments to boost engagement. Advertisers can leverage on-demand dashboards with metrics on active and historical campaigns across publishers, with insights on impressions, reach and frequency. Coming soon, brands can securely integrate audience and conversion data to drive outcomes-based measurement, and export performance insights to measurement partners and tools including Adobe Customer Journey Analytics and Adobe Mix Modeler for cross-channel analysis and media planning.
About Adobe
Adobe is changing the world through digital experiences. For more information, visit www.adobe.com.
© 2025 Adobe. All rights reserved. Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe in
View source version on businesswire.com: https://www.businesswire.com/news/home/20250220778009/en/
Public relations contact
Jasmine Boaler
Adobe
jboaler@adobe.com
Source: Adobe
FAQ
What is Adobe's Real-Time CDP Collaboration and when was it released?
Which major companies are using Adobe's (ADBE) new CDP Collaboration platform?
How does Adobe's (ADBE) Real-Time CDP Collaboration protect user privacy?
What integration partners does Adobe's (ADBE) CDP Collaboration support?
