Dive Brief:

• Adobe today (Feb. 20) announced the general availability of an offering that enables brands and publishers to better partner for first-party data collaborations, per details shared with Marketing Dive.
• Adobe Real-Time CDP Collaboration has been piloted by advertisers and agencies including The Coca-Cola Company and GroupM Wavemaker. Warner Bros. Discovery is the latest publisher to integrate with the tool, following launch partner NBCUniversal.
• The wide launch of the offering comes as brands and publishers continue to navigate a privacy landscape that is moving away from third-party data despite Google’s 2024 decision to halt its plans to deprecate cookies in Chrome.

Dive Insight:

Adobe’s wide launch of Real-Time CDP Collaboration is the latest reminder that first-party data is now a dominant buttress for advertising, no matter what path Google eventually takes around tracking and privacy after announcing in July 2024 that it no longer plans to deprecate third-party cookies in Chrome.

“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, delivering more relevant ad experiences based on direct customer relationships,” said Sundeep Parsa, vice president of product for Adobe Experience Cloud, in a statement.

First launched at Adobe Summit last March, Real-Time CDP Collaboration provides a clean room environment that allows brands to identify and activate publisher audiences, across channels including display, video and TV streaming, without moving or exposing customer data. The offering also allows brands to measure ad effectiveness directly with publishers and make adjustments to boost engagement.

Beyond brand and publisher collaborations, the platform can draw from data partners including Snowflake and Amazon Web Services and identity partners including Acxiom, LiveRamp, TransUnion and The Trade Desk, an acknowledgment that brands already have numerous partners around data and identity from which they draw.

Advertisers and agencies including Alterra Mountain Company, Major League Baseball, The Coca-Cola Company and GroupM Wavemaker have piloted the offering. In a beta with launch partner NBCUniversal, advertisers saw 2x more efficient conversion and ten-times better match rates, along with a 90% lift compared to standard audience onboarding. Warner Bros. Discovery is the latest publisher to integrate with the offering.

“Leveraging these dynamic tools will empower advertisers to maximize their campaigns' success across our premium content portfolio by delivering curated brand experiences to consumers in privacy-centric, contextually relevant ways,” said Ryan Gould, president of U.S. advertising sales, go to market, at Warner Bros. Discovery, in a statement.