New Adobe Real-Time CDP Innovations Drive Personalization for Global Brands

Adobe (Nasdaq:ADBE) today announced innovations for its customer data platform (CDP), Adobe Real-Time CDP, to help brands transition from third-party cookies to first-party data. As businesses across all industries adopt Adobe Real-Time CDP, Adobe is introducing enriched customer profiles with commerce, AI-powered targeting, new privacy and security tools and Segment Match across channels.

Adobe Real-Time CDP, part of Adobe Experience Cloud, now delivers real-time data with more than 24 trillion audience segment evaluations and over one petabyte of data processed on average per day, helping global brands deliver personalized experiences to millions of customers in real time. Customers include Change Healthcare, Coles, Dick’s Sporting Goods, EY, General Motors, Henkel, Major League Baseball, Panera Bread, ServiceNow, Telefónica, The Coca-Cola Company, The Home Depot, T. Rowe Price and TSB Bank.

“Businesses that invest in putting their first-party data into action are the ones that will deliver personalized experiences and beat the competition,” said Anjul Bhambhri, senior vice president, Adobe Experience Cloud at Adobe. “With changing consumer expectations in the digital economy, the time to move away from third-party cookies is now and brands need to adopt a first-party data strategy to stay relevant.”

“We needed a complete picture of every person who banks with us, from their history to their needs, to how they move through the customer journey, and that meant centralizing our data on a single platform,” said Mike Gamble, director of analysis and design at TSB Bank. “The rich insights we get from Adobe Real-Time CDP informs our personalization strategy to enrich customer experiences. Most importantly, we can deliver that richness consistently online and offline because our decisions are based on every interaction in that customer’s past.”

Adobe Real-Time CDP enables brands to gather first-party data and employ consent-based practices to build rich and actionable customer profiles, segment audiences and deliver personalized experiences to customers. Innovations include:

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