01 · Flexible connectivity
Data from a flexible environment, whatever the source.
Activation straight from the data warehouse, federated audiences and unification of first-party, partner and third-party data without cookies.
Adobe Real-Time Customer Data Platform
Real-time profiles and audiences, with data governance.
DIGITAL HUB implements, integrates and operates Adobe Real-Time Customer Data Platform from one or two high-value use cases, as the foundation for Personalization at Scale.
Data from every source unified into AI profiles and audiences, for personalized engagement at each moment of the journey, respecting customer preferences and data governance.
Customer data platform
Real-time profiles and audiences, from B2C to B2B.
Built on Adobe Experience Platform, Adobe Real-Time Customer Data Platform lets teams build high-value audience segments with intelligence, for real-time B2C and B2B use cases across the marketing funnel.
It standardizes, validates and connects online, offline and pseudonymous data into a real-time customer profile every team can use, and it activates audiences on Adobe and third-party channels and destinations.
- Data activated straight from the existing data warehouse, without moving or copying the datasets.
- Real-time segmentation: a person enters or leaves an audience the moment behavior changes.
- Agentic workflows with Adobe CX Enterprise Coworker to prepare data and create audiences with validations and approvals.
Capabilities
Adobe Real-Time Customer Data Platform capabilities.
From flexible connectivity to activation across the funnel, on Adobe Experience Platform.
02 · Harmonized access to data
Data connected and normalized on one platform.
Unified profiles that teams access and update, self-service models and faster data onboarding with automated guidance.
03 · Intelligent audience management
Audiences created, activated and optimized at scale.
A centralized interface with AI search and propensity scores to predict who is most likely to convert and to find similar new customers.
04 · Data governance
Data management with enterprise governance tools.
Data-use policies applied across teams, aligned to privacy regulations and permissions to control access to each type of data.
05 · Activation across the funnel
Relevant experiences in real time on every channel.
Real-time ingestion and streaming delivery for in-the-moment personalization, with ready integrations and APIs to activate known and anonymous data.
06 · Agentic AI
Agentic workflows with Adobe CX Enterprise Coworker.
Data standardization and monitoring, exploration of audiences and attributes in natural language and reach estimates before the campaign.
Use cases
- 01
New audiences
Discover and engage new audiences without relying on third-party cookies.
- 02
Unknown visitors recognized
Recognize unknown visitors and reach them again with personalized experiences.
- 03
Unified customer profiles
Unified profiles for more targeted, relevant omnichannel experiences.
- 04
Customer retention
Data connected faster to enrich profiles, deepen insights and retain customers.
- 05
Customer data governance
Customer trust earned and kept through responsible governance, management and use of data.
Offers
Three editions of Adobe Real-Time Customer Data Platform.
B2C, B2B and B2P, each in a Prime or Ultimate package, according to the profile type the company manages.
Consumers
B2C Edition
For B2C brands that personalize experiences for consumers.
- Real-time person profiles and identity graph
- Segmentation and activation of person profiles
- Customer AI for person data
For brands that sell to the end consumer.
Accounts and leads
B2B Edition
For B2B brands that personalize experiences for leads and accounts.
- Real-time account and opportunity profiles
- Lead-to-account matching
- Predictive scoring of leads and accounts
For brands that sell to companies and buying groups.
Person
B2P Edition
For B2C and B2B brands that personalize the experience of the same person across every line of business.
- Hybrid profiles, B2C and B2B combined
- Person and account data capabilities
- One platform for every line of business
For brands that serve consumers and companies.
The volume of managed profiles defines how each edition is contracted with Adobe.
Adobe ecosystem
Stronger with the rest of Adobe.
Adobe positions Adobe Real-Time Customer Data Platform alongside sibling applications on Adobe Experience Platform that share the same Real-Time Customer Profile, without exporting and importing data between them.
Foundation
Adobe Experience Platform
Shared data, identity and governance.
Journeys
Adobe Journey Optimizer
Journeys and messages for the audiences.
Analytics
Adobe Customer Journey Analytics
Behavioral insights across channels.
Agentic AI
Adobe CX Enterprise Coworker
Agentic workflows for data and audiences.
B2B
Adobe Marketo Engage
A dedicated connector in the B2B edition.
DIGITAL HUB with Adobe Real-Time Customer Data Platform
From connecting sources to ongoing activation.
- 01
Implementation
Sources connected, XDM schemas, identities, merge policies and governance, starting with one or two high-value use cases.
- 02
Integration
Data warehouse, CRM, plus media, email and site destinations, connected to profiles and audiences.
- 03
Personalization at Scale
Adobe Real-Time Customer Data Platform as the audience foundation of the brand’s Personalization at Scale.
Personalization at Scale → - 04
Evolution and operations
Squads that expand sources, audiences and destinations after launch, with Arc in the delivery.
Arc · how we deliver
Arc is our AI-first delivery model.
Specialists lead, and AI speeds up every stage, from assessment to ongoing operations.
Frequently asked questions
Adobe Real-Time Customer Data Platform in a few answers.
How is it different from Adobe Experience Platform?
Adobe Real-Time Customer Data Platform is the customer data platform application; Adobe Experience Platform is the foundation it runs on. The license includes the platform services the application depends on: ingestion, XDM schemas, Identity Service, Real-Time Customer Profile, segmentation and governance.
Do I still need the CRM and the DMP?
Usually yes, because they do different jobs. The CRM remains the system of record for the relationship; Adobe Real-Time Customer Data Platform unifies data from those systems into a profile and activates audiences on every channel.
How does it work with Adobe Journey Optimizer and Adobe Customer Journey Analytics?
They are sibling applications on Adobe Experience Platform: one unifies data and activates audiences, another orchestrates journeys and messages, the third analyzes performance. They share the same profile, without exporting and importing between them.
What changes with real-time segmentation?
A person enters or leaves an audience the moment behavior or attributes change, without waiting for a batch run. An abandoned cart can be personalized in the same session.
Are there additional offers?
Yes. Adobe offers Adobe Real-Time CDP Collaboration, a data collaboration application to find, activate and measure audiences with partners, advertisers and publishers, with privacy and regional availability (United States, Canada, Australia, New Zealand and EMEA), and Adobe Real-Time CDP Connections, which collects and distributes data server-side to Adobe Experience Platform and other destinations.
Which edition to choose: B2C, B2B or B2P?
It depends on the profile type: B2C for consumers, B2B for people and accounts, B2P for both on one platform. All three are editions of the same product, each in a Prime or Ultimate package.
How does DIGITAL HUB work with Adobe Real-Time Customer Data Platform?
We implement, integrate and operate Adobe Real-Time Customer Data Platform from one or two high-value use cases, as part of the brand’s Personalization at Scale.