Adobe Real-Time CDP: Where Collaboration Meets Value Acceleration - Fuel your strategy with Real-Time CDP Collaboration

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10 Real-Time CDP Collaboration example use cases and campaigns tied to business objectives!

Take your Real-Time CDP practice to the next level with Real-Time CDP Collaboration to boost the power of partnerships through shared audience insights.

When brands collaborate through data, magic happens. Outlined below are typical use cases showcasing how companies can transform shared insights into high-impact campaigns - whether it’s co-targeting loyalty members, creating joint experiences, or uncovering unexpected audience overlaps.

1. Example Initiative: Effectively prospect and acquire new customers

• Use Case: Intelligent Prospecting
• Business Objective: Growth

Example Campaign: A financial services marketer discovers that an audience segment of Certificate of Deposits prospects (visited CD interest page 3x in the last 7 days) has a high overlap/index score with a CTV audience of reality show viewers. The financial services media team targets an ad to the reality TV audience with a more refined, relevant message ‘No cliffhangers here - save smart before rates take a dive.’.

2. Example Initiative: Reduce ad waste by suppressing disqualified audiences

• Use Case: Media Savings
• Business Objective: Efficiency

Example Campaign: The MarTech team at a prominent retailer realizes that they have been including their loyalty customers in prospecting ads. The MarTech team shares the loyalty audience with its activation partners to suppress from future ad campaigns.

3. Example Initiative: Prioritize offers based on partner insights to drive more engagement

• Use Case: Offer Personalization
• Business Objective: Differentiation

Example Campaign: An airline’s media team uncovers through overlap insights with their hotel partner that their luxury travelers actually prefer boutique hotels - contrary to the initial assumption of luxury hotel preference. In response, the boutique hotel business unit develops a tailored offer featuring curated recommendations from their boutique portfolio for luxury traveler audiences.

4. Example Initiative: Promote premium, complementary products to existing clients

• Use Case: Intelligent Upsell
• Business Objective: Retention

Example Campaign: A travel agency partners with a ride share company to target their loyalty base with offers for Exclusive Staycation Experiences. With insights from audiences overlaps, both brands learn that the travel agency’s Gold members have a high overlap with the ride-share’s audience of Weekend Riders. The travel agency surfaces ad for 10% off of staycations through ride share company’s app. 

5. Example Initiative: Maximize exposure by introducing your message to the widest relevant audience.

• Use Case: Broad Reach
• Business Objective: Growth

Example Campaign: A leading beverage brand aims to grow its presence among health-conscious, trend-savvy urban millennials. Leveraging rich first-party data from loyalty programs and digital touchpoints, the brand uses Real-Time CDP Collaboration to identify publisher audiences with their CTV partner that align with its goals by tapping into publisher insights—demographics, content behavior, and engagement to activate campaigns with precision.

6. Example Initiative: Re-engage high- intent users who didn’t convert, addressing critical drop-off points in the conversion journey.

• Use Case: Retargeting
• Business Objective: Retention

Example Campaign: A luxury travel brand wants to retarget authenticated users who browsed destinations like Bali or Santorini but didn’t book. The brand securely matches these users with a publishers’ audience footprint, which allows the brand to extend its retargeting capabilities beyond its owned channels.

7. Example Initiative: Evaluate the impact of media investments by measuring how ad exposure across a publisher’s properties drives engagement

• Use Case: Outcomes Based Measurement
• Business Objective: Insights

Example Campaign: An online retailer partners with a premium CTV publisher to promote a new product and wants to measure how ad exposure influences purchases. The brand securely joins its conversion events with publisher ad exposure logs. Aggregated dashboards reveal which audiences and placements drove results, enabling optimization of future campaigns.

8. Example Initiative: Fuel smarter planning and maximize long-term growth with a long-time partner

• Use Case: Co-Marketing
• Business Objective: Growth

Example Campaign: A long-standing partnership between a sports league and restaurant chain gets a refresh through experiential marketing. By identifying overlap in their respective loyalty programs, they invite shared members to a co-sponsored exclusive event— boosting engagement and loyalty for both brands.

9. Example Initiative: Improve current experiences to drive stickiness

• Use Case: Engagement Optimization
• Business Objective: Retention

Example Campaign: An online learning platform and their partner, a documentary channel CTV brand need to improve engagement across their respective consumer journeys. Gaining insights via audience overlaps of history learners and docuseries watchers, each brand refreshes their content to be more relevant.

10. Example Initiative: Increase sales across business unit offerings

• Use Case: Portfolio Boost
• Business Objective: Retention

Example Campaign: Multi-brand company unveils insights that audiences of their coffee brand have a high overlap with audiences of their chocolate brand. The marketing teams of both business units collaborate to offer complimentary (coffee & chocolate bundles) to their grocery retailers.

Learn more about Real-Time CDP Collaboration.