What’s new with Adobe Real-Time CDP Collaboration: Acquire new customers and personalize experiences with new data partnership capabilities in Adobe Real-Time CDP

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Primer on Real-Time CDP Collaboration

Launched in February 2025 in the US, Australia & New Zealand in May 2025 with additional availability coming soon, Adobe Real-Time CDP Collaboration is a purpose-built data collaboration application that empowers brands and publishers to discover, activate and measure high value audiences to drive tangible results. Using patent pending sketch technology, audience data is read from its source, regardless of location, to surface real-time audience insights without having to build custom and resource heavy clean room environments.

What’s new

Collaboration initially launched with an initial set of CTV publishers, now we’re expanding into cross-channel data collaboration at scale. As of this launch, brands can now work with their strategic brand partners to engage in co-marketing or cross- advertising use cases. Brands can independently or jointly deliver compelling experiences across channels, from paid to owned, and throughout the customer lifecycle from acquisition through to loyalty. These capabilities help enterprises use more precise signals and more targeted audiences, overcoming the new landscape of privacy measures and third-party signal loss.

How Adobe stands out

Check out our blog post on Adobe.com and read about how MLB is furthering their fan experiences using Collaboration in this piece by Marketing Dive.