Adobe launches Real-Time CDP Collaboration in Australia, NZ

Adobe has announced the general availability of its Real-Time CDP Collaboration platform in Australia and New Zealand, with several local publishers joining as initial partners.

The platform is designed to allow brands and publishers to work together using first-party data to build, target, and measure high-value audiences while maintaining customer privacy.

Built on the Adobe Experience Platform, Real-Time CDP Collaboration gives brands the ability to connect data across multiple partners, activate audiences across television, video, and display channels, and measure campaign effectiveness. The solution supports the use of consent-based data and is intended to foster trusted relationships between brands and their customers.

News Corp Australia, carsales, Nine, SBS, and TVNZ have been announced as the platform's first local publisher partners. Through these collaborations, advertisers are expected to discover new audiences aligned with consumer preferences and run campaigns across various publisher networks.

Dean La Rosa, General Manager, Commercial Data at News Corp Australia, commented on the partnership, stating, "This expanded partnership with Adobe represents another significant step forward for News Australia in driving the industry to unlock the full potential of first party data against premium, scalable networks. Adobe Real-Time CDP Collaboration enables us to connect with brands in a secure, privacy compliant way to deliver rich audience insights, offer more relevant and personalised campaigns, and ultimately drive better outcomes from the media investments across the News Australia network."

Nicholas Bailly, Commercial Director, carsales mediahouse, elaborated on the data-driven approach, saying, "At carsales, everything starts with trusted, high-quality first-party data — it's the engine behind our media and marketing solutions. With billions of behavioural signals each quarter at our fingertips, we're uniquely positioned to help brands reach the right audience, in the right place, at the right time in their buying journey. Our work with Adobe Real-Time CDP Collaboration takes our data capabilities even further, enhancing how advertisers securely connect with in-market car buyers in a privacy-first way. Supported by this integration, our people-based marketing platform, carsales Match, enables marketers to activate rich audience segments and deliver campaigns with greater precision, scale and confidence."

Stephanie Drabble, Director of Data and Product Commercialisation and Strategy at Nine, underscored the importance of partnership, stating, "Collaborating with brands on their first-party data is crucial for Nine to deliver more relevant ad experiences and drive greater value for advertisers. In a privacy-first landscape, Adobe Real-Time CDP Collaboration provides a secure and intuitive environment for us to partner with brands, allowing them to discover high-value audiences and activate campaigns across our diverse properties with increased velocity, enhancing campaign effectiveness."

Claire Lawler, Senior Data and Commercial Product Manager at SBS, addressed the privacy concerns, adding, "Many of our clients are eager to leverage data to enhance campaign efficiency, but privacy and security concerns often pose challenges. Adobe Real-Time CDP Collaboration provides a secure, consent-driven environment that allows us to work closely with advertisers, unlocking data-driven opportunities while respecting consumer privacy. This platform strengthens our commitment to providing solutions that seamlessly integrate with our clients' data platforms."

Valerie Walshe, Chief Revenue Officer at TVNZ, highlighted the growing interest in data collaboration, saying, "TVNZ, so far, has partnered with more than 50 brands on data collaboration. This is the largest of any publisher in New Zealand and it's an area which continues to grow for us. The Adobe platform helps us streamline the full process, from sharing insights, to activation, to measurement, giving marketers greater access to TVNZ's rich first-party data. We're excited to unlock new opportunities and business results for marketers in this space."

Real-Time CDP Collaboration is designed to connect and collaborate on first-party data from a centralised application. Advertisers and publishers can use dashboards to identify audience overlap and explore customer acquisition, retargeting, or suppression opportunities. Brands can use existing audiences from Adobe Real-Time CDP or other preferred platforms, and customise data visibility and access for ongoing campaigns.

Advertisers can activate audience segments across display, video, and streaming television channels, reaching high-value customers and optimising advertising spend. Publishers can use these tools to refine audience targeting and scale revenue opportunities. Additional features, such as AI-driven audience expansion and lookalike modelling, are expected to be introduced soon.

Brands will also have access to insights for measuring campaign ROI, with dashboards offering data on impressions, reach, and frequency. Planned enhancements will allow for secure integration of conversion data and the use of additional analytics tools for cross-channel measurement and media planning.

Gabbi Stubbs, Asia Pacific Product Marketing Lead for Data Management and AI at Adobe, explained, "Brands are focusing on leveraging consent-driven data to personalise experiences and drive performance based on direct customer relationships. Adobe Real-Time CDP Collaboration empowers brands to jointly discover high-value audiences without moving or exposing directly identifiable customer data, and with our publishing partners, advertisers can easily and cost-effectively activate and measure campaigns that connect directly with their audiences."