• by Laurie Sullivan , October 6, 2025

Adobe and Amazon have formed a partnership to support their mutual customers through media performance.

The goal is to provide real-time collaboration and data-privacy features that are easy to access, understand and use.

Adobe Real-Time CDP Collaboration is intended to help publishers, brands and their agency partners achieve goals through clean-room workflows.

This new integration analyzes shopping and other signals from Amazon DSP, Sponsored Products and Sponsored Brands to find high-potential audience segments.

Campaign optimization allows mutual customers to combine performance data from Amazon DSP and Sponsored Ads in Amazon Marketing Cloud to improve targeting, bidding and creative strategies across display, video and search channels.  

Insights are provided through aggregated data to understand how customers discover, consider, and purchase products across Amazon’s retail site, DSP and sponsored ad channels.

New outcomes-based measurement capabilities in Real-Time CDP Collaboration provide insights, while maintaining privacy across channels.

Advertisers and agencies on the Adobe CDP today include Major League Baseball, Alterra Mountain Company, GroupM Wavemaker, and The Coca-Cola Company. 

Alterra changed the ways that first-party data drives customer engagement, streamlines ad spend, and works with connected TV (CTV) by integrating its tech stack with CDP Collaboration. The integration allowed it to engage in enhanced targeting and measurable performance, producing a 30% uptick in the conversion rate across three key audience segments for Alterra’s NBCUniversal premium streaming campaign.

In the past, advertisers have had to wait for the end of a campaign to tie conversions to ad logs and understand insights.

Now advertisers can understand attribution during an ongoing campaign. Publishers can see in-depth insights that drive value, and all can source conversion data sets against key conversion events.  

These measurement capabilities make it easier to drive cross-channel attribution by combining online and offline conversions from multiple sources such as web, mobile email, in store and more with ad exposure data.