Adobe looks to navigate privacy and advertising with Adobe Real-Time CDP Collaboration

Adobe today announced the general availability of Adobe Real-Time CDP Collaboration, which was first announced in the spring of 2024. 

Adobe Real-Time CDP Collaboration is a data clean room that gives advertisers and publishers a secure environment to collaborate on first-party data. Advertisers can use the product to identify high-value audiences and activate campaigns directly, without moving or exposing underlying customer data.

Two trends are causing both advertisers and publishers to explore new ways to protect privacy while continuing to effectively monetize audiences. The first is the move away from third-party data, headlined by Google’s long-running decisions about removing third-party cookies from its Chrome browser.

Dig deeper: Google’s Privacy Sandbox: What you need to know

The second trend is an increase in consumers taking their online privacy more seriously. According to analytics software vendor SAS, 73% of consumers are more concerned about their data privacy now than they were a few years ago.

Adobe Real-Time CDP Collaboration provides a centralized application where advertisers and publishers can connect and collaborate. Its dashboards instantly surface insights on audience overlap and opportunities for customer acquisition, retargeting or suppression. 

Adobe said brands can leverage audiences already built within Adobe Real-Time CDP, or other preferred platforms and cloud storage partners, without exposing proprietary customer information or data. 

Advertisers and publishers can use Adobe Real-Time CDP Collaboration to activate against relevant audience segments through a number of ad channels, including display, video and TV streaming. 

Adobe said the ability for advertisers to expand audience sets through AI and discover high-propensity customers with publishers through lookalike models is coming soon.

In a release announcing the general availability of Adobe Real-Time CDP Collaboration, Adobe announced Warner Bros. Discovery as its latest publishing partner. Advertisers and agencies using the product include Alterra Mountain Company, Major League Baseball, The Coca-Cola Company and GroupM Wavemaker.