Adobe and Amazon Introduce Real-Time CDP Collaboration Innovations to Maximize Advertising Impact

Adobe is introducing powerful innovations in Real-Time CDP Collaboration, designed to help brands and publishers harness first-party data more effectively and drive measurable business outcomes. With privacy, fragmentation, and the decline of third-party data challenging marketers, collaboration between brands, publishers, and agencies has emerged as a crucial strategy to bridge the gap between unknown prospects and loyal customers.

Adobe Real-Time CDP Collaboration – available natively within Adobe’s customer data platform (CDP) or as a standalone application — provides purpose-built clean room workflows that allow users to discover, plan, activate, and measure campaigns in one agnostic, easy-to-use environment.

To further empower brands, Adobe is introducing outcomes-based measurement that delivers actionable insights and deeper audience understanding via Amazon Marketing Cloud. Additionally, a new commercial offering enables any collaborator to invite others to join privacy-centric networks, making cross-organizational partnerships seamless.

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Outcomes-Based Measurement Unlocking Real-Time Insights

Limited visibility caused by signal loss, fragmented data, and constrained datasets has long hindered advertisers from fully optimizing Return on Advertising Spend (ROAS). Pixel adoption and Conversions API (CAPI) helped, but deeper audience-level insights were still missing.

New outcomes-based measurement capabilities in Real-Time CDP Collaboration provide privacy-first, cross-channel insights while campaigns are active. Publishers can securely share ad exposure datasets, enabling advertisers and agencies to tie conversions to key performance events in real time.

With these capabilities, brands can:

• Drive cross-channel attribution: Merge online and offline conversions from web, mobile, email, in-store, and more.
• Utilize audience insights: Apply outcomes-driven insights to refine targeting.
• Deepen data enrichment: Use secure partner insights to enhance audience profiles.

Intuitive dashboards remove reliance on engineering or data science teams, giving marketers immediate access to critical insights that enhance ROAS and cross-journey customer experiences.

Integration with Amazon Marketing Cloud

Adobe and Amazon Ads are partnering to simplify full-funnel media performance while safeguarding privacy. This integration allows Real-Time CDP Collaboration users to:

• Discover high-potential audiences by analyzing Amazon’s vast shopping, browsing, and streaming signals combined with their own data.
• Optimize campaigns using Amazon Ads performance data to refine bidding, creatives, and remarketing across display, video, and search channels.
• Gain product and consumer insights from aggregated Amazon signals to understand how customers explore, consider, and purchase products.

First-party insights from Adobe flow seamlessly into Amazon Marketing Cloud, providing actionable intelligence without requiring technical expertise.

Frictionless Collaboration with New Starter Offering

Adobe is introducing a capability that allows Real-Time CDP Collaboration users to invite any brand, publisher, agency, or data partner to join their network without license requirements for the invited party. This interoperability accelerates partnerships and simplifies data collaboration, regardless of CDP, data warehouse, or identity preferences.

Signal loss, fragmented data, and privacy concerns no longer need to limit the impact of first-party data. With Adobe’s new innovations in Real-Time CDP Collaboration, brands can access intuitive measurement capabilities, derive insights from Amazon Marketing Cloud, and expand collaborative networks – all driving measurable outcomes and stronger ROAS.