Adobe has introduced its Real-Time CDP Collaboration, enabling brands and publishers to more effectively collaborate on first-party data amidst an evolving privacy landscape. With participation from industry leaders like Coca-Cola and Warner Bros. Discovery, this tool allows for the identification and activation of publisher audiences without compromising customer data. While Google has abandoned its plans to eliminate third-party cookies, the shift toward first-party data remains vital for delivering personalized ad experiences and measuring engagement, marking a significant change in digital advertising strategies.
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.
Adobe's Real-Time CDP Collaboration provides a clean room environment allowing brands to identify and activate publisher audiences across channels without moving or exposing customer data.
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