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With Google Chrome planning to deprecate third-party cookies in 2024 and privacy-minded consumers opting out of online tracking, marketers are left with few reliable signals to help them reach the right audiences. Brands that have not taken meaningful steps to build a cookieless data strategy are scrambling for modern advertising solutions. And even brands that are prepared are faced with a growing number of fragmented tools and increased reliance on non-transparent data, putting them at risk of misusing customer data and delivering irrelevant experiences.

As consumers, we have all felt the pain of irrelevant and repetitive messages — like that shoe that won’t stop following us around the internet or the email list we can’t seem to get out of. In fact, 71% of consumers agree that intrusive ad experiences make it less likely that they will purchase from that brand in the future. In a confusing landscape without the right data and technology, it’s no wonder marketers are struggling to deliver connected experiences that grow customer relationships and drive the bottom line.

Announcing Real-Time CDP Collaboration — designed from the ground up to radically simplify how businesses use data to discover, reach, and measure audiences in a post-cookie world.

To address the need for connected cookieless experiences, data collaboration and data clean room technologies have emerged to help brands and publishers work together, alongside data partners, to improve marketing and advertising across the funnel. Data collaboration applications and data clean rooms have become especially important for brands looking to reach consumers across new and emerging channels like connected TV, streaming audio, and retail media. These privacy-preserving solutions allow two or more parties to collaborate on prospecting, remarketing, and measurement use cases, without sharing underlying sensitive data with each other.

While these solutions are promising, they come with limitations. Often, they require advanced and expensive technical resources to configure data clean rooms in a data warehouse, build custom connections to collaborating parties, and get integrated into marketing operations. In some cases, vendors require the use of their adjacent technology, such as identity offerings, to access data collaboration functionality. As each party selects their own technology stacks, the lack of interoperability further fragments collaboration. This phenomenon also further divides marketing and advertising use cases and teams in the organization, ultimately creating disconnects in the customer experience. And regardless of the available options, privacy remains a key concern, as audience data changes hands.

To address these challenges and more, Adobe is excited to announce Real-Time CDP Collaboration. Collaboration, an offering within the Real-Time CDP portfolio of products, is designed from the ground up to radically simplify the way businesses use data to discover, reach, and measure audiences in a post-cookie world. This marketer-friendly collaboration solution maintains the highest level of privacy and security and allows brands to directly connect to premium publishers across Adobe, major clouds, data and measurement partners.

With Adobe Real-Time CDP’s heritage in market-leading data management capabilities, Collaboration is Adobe’s natural evolution to help brands converge engagement marketing and upper-funnel advertising, making Adobe the first leading CDP to enter this category. CDPs have helped marketers create a single view of the customer – and the next frontier is achieving a single understanding of the customer. You may know certain things about your customers but collaborating with partners to incorporate their intelligence is necessary for a single understanding. And to achieve this, marketers need a connected stack that unites audience collaboration and profile activation in one place. They need to use high-quality data to directly collaborate with trusted partners for addressable advertising and transparent measurement and activate real-time profiles to appropriate channels, for true full-funnel marketing.

Real-Time CDP Collaboration is purpose-built for global publishers and brands to work together, regardless of either party’s technology stack. Brands and publishers will now be able to mitigate the challenges of complex data collaboration with a solution that is:

• Built for scale – allowing brands to access premium publisher audiences in new and emerging channels and streamlining publishers’ ability to interact with their brand partners in one place
• Agnostic – with interoperability for brands and publishers to work with cloud data warehouse, identity, measurement, and walled garden choice
• Marketer-friendly – with an easy-to-use interface, brands and publishers can execute their workflows, without reliance on technical resources
• Privacy-centric – with controls to ensure users can collaborate without sharing underlying data or exposing audience information

Advertising teams can use Collaboration to discover, reach, and measure audiences across channels like connected TV, audio, retail media, and more.

Brands need to demonstrate business value from prospecting for new audiences, re-engaging them to convert, suppressing converted audiences for media efficiency, and measuring the impact of their ad dollars. Publishers need to drive value for their business and adopt efficient technology to scale growth.

Real-Time CDP Collaboration unlocks key brand and publisher workflows:

• To discover audiences, brands can configure dashboards to overlay their audiences across publishers to inform data-driven audience activation.
• To reach audiences, brands can work with publishers and identity partners to execute campaigns across CTV, streaming audio, walled gardens, DSPs, and other destinations of choice.
• To measure return on media spend, brands can use dashboards to understand campaign performance and opt-in to combine conversion data with publisher ad exposure data to close the loop.

As businesses mature their first-party data systems, they need the ability to augment their strategy through exclusive data partnerships with publishers, brand partners, identity providers, and measurement partners. As a leading customer data platform, Adobe Real-Time CDP offers capabilities to work with partner data, alongside first-party data, in the same system — with privacy and governance at the forefront. Collaboration supercharges the value of first-party data by extending it across more channels and platforms, while honoring consumer consent and preferences. With connectivity from Collaboration to Adobe Real-Time CDP, Mix Modeler, Customer Journey Analytics, and more, brands can centrally deliver and measure great experiences with Adobe.

Learn more about how you can prepare for the post-cookie world or stream the Adobe Summit 2024 Strategy Keynote Session.

To learn more about how you can prepare for the post-cookie world, visit the Adobe Collaboration Hub page.

Lory Mishra is a product marketer for Adobe Real-Time CDP. Prior to her role in product marketing, Mishra was a customer success lead, supporting Adobe Experience Cloud customers across various industries. With more than a decade of experience in digital marketing at Adobe and agencies, she is passionate about great customer experiences and helping brands maximize value from their technology investments. Mishra lives in Chicago with her husband and too many houseplants.