Review: Adobe Summit 2025

One of the standout highlights of Adobe Summit 2025 was the AEP Real-Time Customer Data Platform (RT-CDP) Collaboration. This new capability is fundamentally changing how companies activate their data in publisher environments - securely, efficiently, and with broad reach. By eliminating the need for identity sharing and expanding activation capabilities, the solution opens up new opportunities for brands to optimize their data-driven marketing strategies.

A key advantage of AEP RT-CDP Collaboration is that companies can activate customer data without disclosing personal identities. In the past, brands and publishers often exchanged identifiable information such as email addresses to target audiences. But with increasing privacy regulations and the demise of third-party cookies, this approach has become more challenging. Adobe now offers a solution that enables brands to interact with their audiences on publisher platforms - without compromising user privacy.

Unlike traditional data-sharing models, AEP RT-CDP Collaboration does not rely on identity matching. Instead, it leverages trusted data partnerships and a privacy-first approach within an Adobe-managed data cleanroom to connect advertisers with relevant audiences. This enables companies to tap into new audience networks while maintaining compliance with strict data protection regulations - especially in regions like the European Union, where rules are particularly rigorous.

In addition to privacy benefits, AEP RT-CDP Collaboration enhances audience reach. By integrating directly with publisher environments, brands can activate existing audiences without relying on external identity mapping. This expands targeting capabilities and enables marketers to engage highly relevant users more effectively.

Another key advantage of AEP RT-CDP Collaboration is the simplification of compliance and privacy processes - particularly through the use of cleanrooms within the Adobe ecosystem. Privacy officers often raise concerns about audience activation, especially regarding identity exchanges and the required consent. This solution avoids direct identity sharing - even for non-sensitive data - reducing regulatory complexity. As a result, companies can move faster while ensuring alignment with current privacy standards.

Moreover, greater use of first-party data reduces reliance on third-party tracking mechanisms. As major browsers continue phasing out third-party cookies, this function offers a future-proof alternative that aligns with the cookieless advertising landscape. Marketers can achieve more precise targeting without the privacy risks of traditional data-sharing methods.

Despite its many benefits, AEP RT-CDP Collaboration still faces some challenges and uncertainties. One critical question is which major publishers will adopt the initiative. Its success largely depends on adoption by platforms like Meta, Google, and other digital advertising giants. Without broad publisher support, audience activation effectiveness could be limited.

Another potential issue is the perception of privacy. While this solution doesn’t involve direct identity sharing, data protection officers may still question whether activation patterns could allow publishers to infer user profiles. One possible solution could be the use of cryptic naming conventions for audience segments to reduce unintended disclosures.

It also remains unclear how successful audience matches will be in practice. It’s yet to be seen whether Adobe will provide transparent visibility into audience coverage on the publisher side, or if companies will only be able to track activation performance within their own datasets. Transparent reporting and reliable measurement tools will be key to driving widespread adoption of this solution.

Companies looking to implement AEP RT-CDP Collaboration should begin by reviewing their current audience activation strategies and analyzing how this solution can align with their broader digital strategy.

Marketers should also rethink their segmentation and naming conventions. Since publishers won’t receive direct identifiers, a structured approach can help ensure clarity and effectiveness in audience targeting. Regular performance monitoring and A/B testing are also essential for ongoing campaign optimization.

Cross-functional collaboration is crucial for successful implementation. Marketing, IT, privacy, and compliance teams must work closely together to ensure activation strategies meet both regulatory requirements and business objectives.

As a leading provider of Adobe Experience Cloud implementations, diva-e brings the expertise and experience needed to successfully integrate AEP RT-CDP into your marketing strategy. We support you end-to-end - from strategic consulting to technical configuration - helping you unlock the full potential of this innovative solution.