Major brands partner with Adobe to deliver personalised customer experiences in a world without third-party cookies.

Adobe announced the next generation of its Real-time Customer  Data Platform (CDP), the only enterprise application architected from the ground up for first-party data-driven customer acquisition and engagement, at the Adobe Summit on 28 April.

Adobe Real-time CDP helps brands activate known and unknown customer data to manage the entire customer profile and journey seamlessly in one system, without the need for third-party cookies.

According to the digital experience company, adopting a first-party data strategy allows brands to provide customers with the most relevant, personalised experience by only using the information that customers choose to share. And yet, a recent survey of digital marketers shows that despite optimism around the benefits of first-party data, marketers believe they have tapped only 47% of their first-party data potential.

“As consumers, we now expect personalized brand experiences while being in control of the data we share,” said Anil  Chakravarthy, executive vice president and general manager, Digital Experience Business and Worldwide Field  Operations at Adobe. “With Adobe Real-time CDP, we are partnering with brands to deliver relevant, responsive and  respectful experiences through first-party data.” According to a statement by Adobe, its Real-time CDP offers many benefits to brands including a centralised hub for First-Party Data, real-time, Machine-Learning powered personalisation at Scale, Segment Match, Look-alike segments and some new B2B CDP Capabilities.