VENDORiQ: Fuelling Real-Time Collaboration Between Advertisers and Publishers

Why it’s Important

With the launch of the Real-Time CDP Collaboration, Adobe has added the critical functionality of data collaboration to customer data management in a cookieless world, thereby taking the tool to the next level.

While CDPs have helped marketers create a single view of the customer, adding the power of collaboration with partners to incorporate their intelligence goes a step ahead. It provides a single understanding of the customer.

The tool now enables advertisers and publishers to collaborate in a neutral, privacy-safe, and centralised environment to discover new customers and match their audiences, regardless of their technology stacks.

Publishers can securely activate and access advertiser segments across multiple channels and scale reach faster using look-alike modelling and identity partners. Advertisers can target their desired audience across premium inventory while leaving out already-converted audiences. A secure activation workflow will lead to efficient spending and message relevance.

Publishers and advertisers can use collaborative and easy-to-use tools to measure ad impact. They can also share campaign performance with brands to aid them in improving ads, and advertisers can better understand audiences.

Who’s Impacted

• Marketers
• Customer experience professionals
• Data analysts

What’s Next

Many organisations have fragmented and ageing marketing solutions, which make working with real-time data difficult if not outright impossible. Even if adopting the expanded Adobe platform, there will remain a need to ensure integration with legacy systems.

Related IBRS Advisory

• IBRS Framework For End-To-End Data Analytics Platform Architecture Review
• Customer Identity And Access Management (CIAM) Guide For The Enterprise: Securing Customer Identity In The Customer Journey
• Six Killers Of Customer Segmentation & Personalisation