Adobe’s new data clean room helps advertisers and publishers protect privacy while monetizing audiences.
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.
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.
The post Adobe looks to navigate privacy and advertising with Adobe Real-Time CDP Collaboration appeared first on MarTech.
About the author
Mike Pastore has spent nearly three decades in B2B marketing, as an editor, writer, and marketer. He first wrote about marketing in 1998 for internet.com (later Jupitermedia). He then worked with marketers at some of the best-known brands in B2B tech creating content for marketing campaigns at both Jupitermedia and QuinStreet. Prior to joining Third Door Media as the Editorial Director of the MarTech website, he led demand generation at B2B media company TechnologyAdvice.
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