Adobe recently launched Adobe Real-Time CDP Collaboration (RTCDP) in Australia and New Zealand, enabling advertisers and publishers to tackle a changing advertising landscape.
RTCDP, built on the Adobe Experience Platform, is purpose-built for brands to connect and collaborate on first-party data. It addresses this by providing advertisers and publishers a secure environment to collaborate on first-party data, which is inherently consent-driven and anchored in trusted customer relationships.
It also creates new high-value audiences and driving more relevant campaigns, users can measure ad effectiveness directly with publishers. Adobe also offers a flexible solution where customers can securely connect data across ecosystem partners and identity partners.
Brands can identify high-value audiences and activate campaigns for new customer acquisition and increased personalisation for driving conversions, all without moving or exposing directly identifiable customer data.
With Real-Time CDP Collaboration, brands can connect and collaborate with advertisers and publishers on intuitive dashboards that instantly surface insights on audience overlap and opportunities for customer acquisition, retargeting or suppression. Brands can also customise data visibility and access to ongoing campaigns.
Advertisers can also activate relevant audience segments with publishers across ad channels such as display, video and TV streaming with the new offering. For publishers, teams can scale ad revenue and strengthen brand relationships by refining audience targeting.
Brands will have access to actionable campaign insights to demonstrate ROI and make adjustments to boost engagement. Advertisers can leverage on-demand dashboards with metrics on active and historical campaigns across publishers, with insights on impressions, reach and frequency.
Gabbi Stubbs
Gabbi Stubbs, Asia Pacific product marketing for data management and AI, Adobe, explained to Mediaweek that the rollout of the RTCDP was a response not only to challenges in the region, but to the maturity and sophistication in the market.
“In recent years, advertising has been transformed by diminishing effectiveness of existing systems that leverage second- and third-party data, increasing costs and complexities associated with maintaining data clean rooms, and privacy concerns.
“Grounded in radical simplicity and innovative, patent-pending architecture, Real-Time CDP Collaboration empowers advertisers and publishers with new tools to identify relevant audiences and deliver personalised ad experiences with ease.”
She added that Australia and New Zealand was the second market in the world, behind the US, introduced to RTCDP.
“We’re seeing a high quality of work and innovation by publishers and marketers in this region, prompting us to launch here with News Corp Australia, carsales, Nine, SBS, and TVNZ as our first local publisher partners. “
The first local publisher partners for Real-Time CDP Collaboration are News Corp Australia, carsales, Nine, SBS, and TVNZ.
These collaborations enable advertisers to discover new audiences based on consumer preferences within the various publisher properties and activate relevant campaigns across the publisher brands.
“This expanded partnership with Adobe represents another significant step forward for News Australia in driving the industry to unlock the full potential of first party data against premium, scalable networks,” said Dean La Rosa, General Manager, Commercial Data, News Corp Australia. “Adobe Real-Time CDP Collaboration enables us to connect with brands in a secure, privacy compliant way to deliver rich audience insights, offer more relevant and personalised campaigns, and ultimately drive better outcomes from the media investments across the News Australia network.”
Nicholas Bailly, Commercial Director, carsales mediahouse, said, “At carsales, everything starts with trusted, high-quality first-party data — it’s the engine behind our media and marketing solutions. With billions of behavioural signals each quarter at our fingertips, we’re uniquely positioned to help brands reach the right audience, in the right place, at the right time in their buying journey. Our work with Adobe Real-Time CDP Collaboration takes our data capabilities even further, enhancing how advertisers securely connect with in-market car buyers in a privacy-first way. Supported by this integration, our people-based marketing platform, carsales Match, enables marketers to activate rich audience segments and deliver campaigns with greater precision, scale and confidence.”
Stephanie Drabble, Director of Data and Product Commercialisation and Strategy, Nine, said: “Collaborating with brands on their first-party data is crucial for Nine to deliver more relevant ad experiences and drive greater value for advertisers. In a privacy-first landscape, Adobe Real-Time CDP Collaboration provides a secure and intuitive environment for us to partner with brands, allowing them to discover high-value audiences and activate campaigns across our diverse properties with increased velocity, enhancing campaign effectiveness.”
Claire Lawler, Senior Data and Commercial Product Manager, SBS, said: “Many of our clients are eager to leverage data to enhance campaign efficiency, but privacy and security concerns often pose challenges. Adobe Real-Time CDP Collaboration provides a secure, consent-driven environment that allows us to work closely with advertisers, unlocking data-driven opportunities while respecting consumer privacy. This platform strengthens our commitment to providing solutions that seamlessly integrate with our clients’ data platforms.”
Valerie Walshe, Chief Revenue Officer, TVNZ, said: “TVNZ, so far, has partnered with more than 50 brands on data collaboration. This is the largest of any publisher in New Zealand and it’s an area which continues to grow for us. The Adobe platform helps us streamline the full process, from sharing insights, to activation, to measurement, giving marketers greater access to TVNZ’s rich first-party data. We’re excited to unlock new opportunities and business results for marketers in this space.”
Addressing misconceptions about first-party data collaboration
When it comes to misconceptions marketers have about first-party data collaboration, Stubbs noted that the challenging reality is that scaling data collaboration as part of a brand’s overall marketing strategy is difficult for cost, complexity, and interoperability.
Stubbs said: “With Adobe Real-Time CDP Collaboration, advertisers and publishers can utilise a centralised application to connect and collaborate, simplifying activity that previously required them to use multiple platforms. Set-up is quick and easy, allowing brands to leverage audiences already built within Adobe Real-Time CDP, or other preferred platforms and cloud storage partners, unlocking true interoperability.
“Reducing the number of tools and platform integrations needed by advertisers and publishers to jointly discover, activate and measure high-value audiences also makes Real-Time CDP Collaboration a more cost-effective solution. Equally, it enables them to unlock rich audience insights in a secure manner, and ultimately drive more value from their marketing investment.”
Stubbs said Adobe’s RTCDP maintains data privacy through its patent-pending innovation, brands can collaborate without moving or copying any underlying customer or identity data.
“This technology creates mathematical representations that obfuscate customer data beyond hashing, generate overlaps and audience insights in near real-time, and enable interoperability across clouds, identity, data, and measurement partners of choice.”
Adobe’s outlook ahead
With positive feedback from the partners, Stubbs looked ahead to the evolution of the tool will be transformative to how brands and publishers collaborate in a privacy-first landscape.
“With growing emphasis on data privacy across industries, Real-Time CDP Collaboration is enabling brands and publishers to connect and enhance campaign efficiency while simultaneously addressing concerns around privacy.”
Stubbs also noted that the offering will transform brand to brand collaboration, bringing strategic partnerships to life.
“With Real-Time CDP Collaboration, any two brands interested in leveraging rich audience insights and signals from their partners – including brands, retail media networks and data partners – will be able to achieve this using the platform, securely activating audiences and engaging customers across the full marketing funnel.
“We already have a number of local brands utilising Real-Time CDP to centralise their first-party data, and now they can unlock the power of data collaboration for full-funnel marketing with a purpose-built data collaboration across paid and owned channels.”
Stubbs added that the Adobe APAC team also have their sights set on the future of measurement.
“Right now, we’re testing outcomes-based measurement where brands will also be able to securely integrate audience and conversion data to drive outcomes-based measurement. We are currently beta testing this in the US and expect this to be available in this market shortly.”
Top image: Gabbi Stubbs