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The advertising and marketing landscape is undergoing a fundamental shift in how customer data is handled and used to gain insights. Third-party mobile ad identifiers (MAIDs) and third-party cookies, key signals marketers have relied upon to better understand their customers and campaign effectiveness, are rapidly being phased out. Meanwhile, new privacy regulations are prompting companies to adopt more transparent and secure data practices. As a result, marketers and agencies are investing in first-party data and Customer Data Platforms (CDPs), and need capabilities to create detailed audience segments that include attributes such as demographic signals and customer preferences. These first-party audiences can then be activated and measured across publisher partners. As first-party data becomes a priority, protecting customer data and earning customer trust is paramount.
To address these challenges, we are excited to share that AWS Clean Rooms has been adopted in Adobe’s new offering—Adobe Real-Time CDP Collaboration—to empower marketing teams to enhance their programs with trusted data in a privacy-centric manner. For AWS customers, including brands, agencies, and publishers, this means they can now more securely collaborate with their partners, without having to share, reveal, or copy their underlying first-party data. The announcement of Adobe’s Real-Time CDP Collaboration marks progress in enabling marketers to reach their campaign goals, while helping them protect their customers’ data.