Adobe has launched the general availability of its Real-Time Customer Data Platform (CDP) Collaboration in the United States, with the new solution designed to provide a secure environment for advertisers and publishers to collaborate using first-party data.

The platform has already been piloted by advertisers and agencies including Alterra Mountain Company, GroupM Wavemaker, Major League Baseball, and The Coca-Cola Company. It allows for seamless interoperability with partners such as Amazon Web Services and The Trade Desk.

Built on the Adobe Experience Platform, Real-Time CDP Collaboration offers a single view of customers across various channels. It enables brands to connect and collaborate on first-party data, create high-value audiences, and measure the effectiveness of advertisements. Publishers like NBCUniversal and Warner Bros. Discovery are among those allowing direct measurement of ad effectiveness through the platform.

The platform supports secure data connection across partners including Snowflake, AWS, Acxiom, LiveRamp, TransUnion, and The Trade Desk. The shift away from third-party data, such as cookies, is driving the demand for first-party data solutions. Real-Time CDP Collaboration allows advertisers to connect with partners, activate audiences securely, and measure campaign performance.

President of U.S. advertising sales, go to market at Warner Bros. Discovery, Ryan Gould, said: "We are thrilled to partner with Adobe on this innovative first-party data solution." He further added, "Leveraging these dynamic tools will empower advertisers to maximize their campaigns' success across our premium content portfolio by delivering curated brand experiences to consumers in privacy-centric, contextually relevant ways."

The platform offers intuitive dashboards for audience insights and opportunities for customer acquisition, retargeting, or suppression. Advertisers can activate audience segments across channels such as display, video, and TV streaming. The platform is set to soon support AI-driven audience expansion and lookalike models.

Global Client Lead at GroupM Wavemaker, Giuseppe Cagliostro, said: "Real-Time CDP Collaboration is a major unlock for our clients, and the ease of use is unmatched." He also noted, "It eliminates hours of time we usually spend on creating a data clean room, with an intuitive user interface that delivers meaningful audience insights used to plan campaigns, execute with greater speed and measure the impact of media buys."

Advertisers will have access to campaign insights, including metrics on impressions, reach, and frequency. Adobe plans to integrate audience and conversion data for outcomes-based measurement.

Vice president of product at Adobe Experience Cloud, Sundeep Parsa, said: "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, driving more relevant ad experiences based on direct customer relationships... By enabling tighter collaboration between advertisers and publishers within a privacy-centric environment, this latest offering in Adobe Experience Cloud is filling in gaps left by third-party data sources and empowering brands to deliver ads that resonate with customers."