Adobe has introduced new capabilities for its real-time customer data platform (CDP), aiming to enhance the utilisation of first-party data for advertising insights while maintaining privacy standards. The latest features include outcomes-based measurement, integration with Amazon Marketing Cloud, and frictionless collaboration.

The outcomes-based measurement feature is designed to allow advertisers to link ad exposure to conversions mid-campaign across various channels. This innovation is intended to provide advertisers with the ability to adjust and optimise their campaigns in real-time, potentially enhancing the effectiveness of their advertising strategies.

The integration with Amazon Marketing Cloud is aimed at enriching audience insights and optimising ad performance. The integration is expected to facilitate audience discovery, campaign optimisation, and provide product and consumer insights.

Adobe's new offering allows brands, publishers, and agencies to collaborate without the need for additional licenses. This is intended to simplify the process of data collaboration and partnerships, making it more accessible to a wider range of users.

real-time customer data platform collaboration is integrated into Adobe's CDP and is also available as a standalone application. This platform provides clean room workflows for discovering, planning, activating, and measuring performance. Adobe's innovations are designed to address challenges such as signal loss, data fragmentation, and privacy concerns, which are increasingly prevalent in the digital advertising landscape.

The integration with Amazon Marketing Cloud is powered by AWS Clean Rooms, which is expected to enhance the security and privacy of data collaboration. This feature is part of Adobe's broader strategy to help customers maximise their Return on Advertising Spend (ROAS) by providing them with key data insights through out-of-the-box dashboards.

Adobe's Real-Time CDP Collaboration aims to facilitate data collaboration and partnerships without requiring technical expertise. This is intended to make it easier for marketers to leverage data-driven insights to inform their advertising strategies.