• by Laurie Sullivan  @lauriesullivan, February 20, 2025

Adobe, LinkedIn and others have been working to advance measurement and audience-sharing capabilities for years. Now, with artificial intelligence, they are finding easier ways to reach success. It's all about data collaboration and support across companies without revealing any customer data.

This week, Adobe unveiled Warner Bros. Discovery (WBD) as its latest publisher partner for its Real-Time CDP Collaboration product built on the Adobe Experience Platform.

This partnership lets advertisers discover new audiences based on consumer preferences within WBD properties. Advertisers can then activate relevant campaigns across the WBD portfolio of brands.

NBCUniversal's entry to the beta began last year. The company has seen traction in the beta, with 10x better match rates and 2x more efficient conversion for advertisers. 

It gives advertisers and publishers a secure environment to discover audiences, activate campaigns and measure performance with support from first-party data. The controls are strict for governance and compliance.

There is also a way to securely connect data across partners like Snowflake and Amazon Web Services (AWS), and identity partners including Acxiom, LiveRamp, TransUnion and The Trade Desk.

LinkedIn announced new measurement features and research based on challenges marketers face around demonstrating return on investments (ROIs) as they face more scrutiny to prove returns.

Some 87% of B2B marketers say it has become more difficult to measure the long-term impact of a campaign, according to LinkedIn data.

Some of the features LinkedIn released today include new capabilities in Conversions API. It allows marketers to securely connect their first-party online and offline data and provides comprehensive insights by capturing conversions across multiple touchpoints.

Revenue Attribution Report (RAR) connects a user’s CRM data to their LinkedIn marketing campaigns. The data insights support campaign optimization to improve ROI. 

LinkedIn also surveyed more than 1,000 marketers across the U.S., UK, France and India for its B2B ROI Impact research about what struggles they’re facing around measurement.

The data shows AI is improving ROI. Some 92% of B2B marketers say AI will have a positive impact on measurement.

LinkedIn found that campaign ROI is a top priority for 46% of B2B marketers, and 78% believe that campaign ROI has grown in importance during the last two years.

Some 38% of marketers said limited resources to analyze data remains a top challenge in proving ROI. More than half of marketers said they’re investing in AI to address this and increase efficiency.