Adobe announced the general availability of Adobe Real-Time CDP Collaboration in the U.S., a new offering designed to help advertisers and publishers navigate the evolving advertising landscape. This solution provides a secure environment for brands to collaborate on first-party data, which is consent-driven and anchored in trusted customer relationships.
The platform enables advertisers to identify high-value audiences and activate campaigns without moving or exposing directly identifiable customer data. This addresses the industry's shift away from third-party audience signals, offering a new tool for delivering personalized ad experiences while respecting consumer privacy preferences.
Warner Bros. Discovery was unveiled as the latest publisher partner for Real-Time CDP Collaboration, joining NBCUniversal. This partnership allows advertisers to discover new audiences based on consumer preferences within WBD properties and activate relevant campaigns across their brand portfolio, enhancing the effectiveness and measurement of media buys.
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