# Real-Time CDP ## Features - [Flexible connectivity](/content/au/products/real-time-customer-data-platform/flexible-connectivity.html) - [Harmonised data access](/content/au/products/real-time-customer-data-platform/harmonized-data-access.html) - [Intelligent audience management](/content/au/products/real-time-customer-data-platform/audience-management.html) - [Data governance](/content/au/products/real-time-customer-data-platform/data-governance-security-privacy.html) - [Full funnel activation](/content/au/products/real-time-customer-data-platform/activation-anywhere.html) ## Use Cases - [Engage new audiences](/content/au/products/real-time-customer-data-platform/engage-new-audiences.html) - [Convert unknown prospects](/content/au/products/real-time-customer-data-platform/convert-unknown-prospects.html) - [Create customer profiles](/content/au/products/real-time-customer-data-platform/create-enhance-customer-profiles.html) - [Retain customers](/content/au/products/real-time-customer-data-platform/retain-customers.html) - [Govern customer data](/content/au/products/real-time-customer-data-platform/govern-customer-data.html) ## Pricing - [Pricing](/content/au/products/real-time-customer-data-platform/pricing.html) - [Compare](/content/au/products/real-time-customer-data-platform/compare.html) ## Resources - [All resources](/content/au/resources/real-time-cdp.html) - [Product documentation](https://experienceleague.adobe.com/docs/real-time-customer-data-platform.html) - [Support](/content/au/support/main.html) - [Partners](/content/au/customers/partners/main.html) ## Additional Products ### Real-Time CDP Collaboration - [Overview](/content/au/products/real-time-customer-data-platform/collaboration.html) - [Publishers](/content/au/products/real-time-customer-data-platform/collaboration/publishers.html) - [Brands](/content/au/products/real-time-customer-data-platform/collaboration/brands.html) ### Real-Time CDP Connections - [Overview](/content/au/products/real-time-customer-data-platform/connections.html) # Adobe Real-Time CDP Features ### Full funnel activation Activate your B2C and B2B audiences in real-time everywhere, across both Adobe and non-Adobe marketing applications. Real-Time CDP helps you to deliver more targeted customer experiences and in-the-moment personalisation that helps prospects convert and keeps buyers engaged and coming back for more. ### Adobe Real-Time CDP Collaboration Real-Time CDP Collaboration simplifies how organisations can drive joint audience analysis, activation and measurement to reach prospects and customers across channels — all while prioritising customer and data privacy. Organisations can enhance advertising and co-marketing efforts by working with trusted brands and publishers to gain a deeper understanding of prospects and customers and meet them where they are. - **Discover.** Identify and better understand high-value audiences for engagement and campaign planning across collaboration partners. - **Activate.** Brands and publishers work together to reach relevant audiences across channels, such as connected TV, commerce media, walled gardens, digital audio and DSPs. - **Measure.** View campaign performance and reporting in a single environment to inform advertising and co-marketing efforts. [Learn more](/content/au/products/real-time-customer-data-platform/collaboration.html) --- ### Partner data support With partner-sourced prospect profiles and partner data that doesn’t rely on third-party identifiers, you can reach new customers and enrich your first-party data without cookies for more impactful personalisation and business results. - **Customer acquisition and addressability.** Reach net new customers and reduce dependency on third-party cookies by using cookieless identifiers as well as hashed PII from data partners of your choice. - **Full-funnel marketing in a single system.** Prospect, personalise and convert prospective and known customers in a single system. - **Built on a foundation of trust.** Market responsibly by governing partner data and profiles with patented data usage, labelling, access controls and more. --- ### Destinations Activate campaigns, email, targeted advertising and more with pre-built channel integrations. And use SDKs to create customised destinations of your choosing. - **Person and account-based audiences.** Deliver audiences based on person or account identities for flexible activation for B2C and/or B2B campaigns. - **100+ destinations.** Choose from advertising, analytics, email, personalisation, agentic, survey and voice of the customer partners for easy access to where your consumers spend time. - **Flexible destinations.** Use SDKs to build customised destinations into bespoke or internal systems and endpoints. - **Marketer workflows.** Use guided workflows to activate audiences to destinations and to understand how they’re being utilised across the enterprise. - **Embedded controls.** Enforce governance and make sure only appropriate data is leveraged for personalisation by ecosystem partners. --- ### Orchestration Plan customer journeys on an easy-to-use canvas. - **Signals beyond marketing.** Improve customer experiences by using signals beyond marketing touchpoints, for a more holistic view of customer behaviours and needs. - **Outcome-focused approach.** Move customers toward conversion with in-moment actions based on defined conditions. --- ### Real-Time CDP Connections. Efficiently collect and use event-level data directly without needing third-party cookies or legacy integrations. - **Data collection.** Use Adobe Experience Platform Edge Network to scale data requests securely. - **Event forwarding.** Use server-side data event forwarding in real time. - **Tag management**. Simplify management of analytics, marketing and advertising tags using our industry-leading tag management system to consolidate web, mobile and server APIs. - **Web and mobile SDKs.** Collapse and compress all Adobe product libraries into a single development kit for web and mobile platforms. [Learn More](/content/au/products/real-time-customer-data-platform/connections.html) --- ### Real-time streaming ingestion, segmentation and activation Engage your customers in exactly the right moment by ingesting, processing and activating data at speed and scale. Real-Time CDP lets you stream data in real time from Adobe and non-Adobe systems for faster insights and time to market. ### Questions? We have answers. #### What is audience activation in Adobe Real-Time CDP? #### How does audience activation work within Adobe Real-Time CDP? #### How fast is activation? Can I use real-time signals? #### Can I activate audiences across both B2C and B2B channels? #### How does Adobe Real-Time CDP ensure that activated audiences comply with privacy regulations? #### Can I co-ordinate audience activation across channels and teams? #### How does audience activation connect to business outcomes? --- ## Activation Anywhere in Adobe Real-Time CDP Prebuilt B2C and B2B integrations with key marketing and advertising applications allow marketers to personalise people and account-based experiences.