Warner Bros. Discovery Joins Adobe’s Privacy-First Data Platform

SAN JOSE, CA — February 20, 2025 — Adobe (Nasdaq: ADBE) is now making available the Adobe Real-Time Customer Data Platform CDP Collaboration (CDP) further extending its solution range. 

This enables avails advertisers and publishers to work in a controlled environment, using first party consented data, which is a growing need in today’s advertising world. 

With shifting consumer behaviors, there is less willingness to rely on third party data, forcing brands to rethink tools that allow targeting relevant groups with specific tailored advertising. 

Real-Time CDP Collaboration from Adobe helps brands to effortlessly find specific groups of customers and launch campaigns without the risk of directly identifiable customer information being leaked. 

A new partner publisher is Warner Bros. Discovery (WBD), offering advertisers access to new audience segments through WBD’s extensive media offerings.

 “We are thrilled to partner with Adobe on this innovative first-party data solution. Leverage these dynamic tools to deliver curated brand experiences to consumers in privacy-centric, contextually relevant ways,”

 Said Ryan Gould, President of U.S. Advertising Sales at Warner Bros. Discovery. 

Alterra Mountain Company, GroupM’s Wavemaker, Major League Baseball, The Coca Cola Company are some of the early adopters who have looked to pilot personalized and effect driven targeted advertising on the new CDP.

Giuseppe Cagliostro, Global Client Lead at GroupM Wavemaker, noted,

 “Collaborating together in a clean data room is innovative for clients. Our user interface is completely self explanatory and can help us turn clean rooms data saves into hours. Clients can now plan campaigns quicker, execute with more speed and easily measure the impact of their media buys.”

Real Time CDP Collaboration’s sophisticated innovative interoperability enables brands to wire data between ecosystem partners including Amazon Web Services, The Trade Desk, or activate audiences built inside Adobe Experience Platform. 

That level of flexibility allows brands to discover and activate new audiences while adhering to the strictest data privacy requirements. 

Sundeep Parsa, Vice President of Product at Adobe Experience Cloud, emphasized the platform’s significance, saying, 

“The absence of third party signals such as cookies from the internet can result in higher utilization of first party data, enabling brands to serve more relevant ads based on the customer relationship.”

This innovation in Adobe Experience Cloud allows tighter collaboration between advertisers and publishers, enabling brands to deliver more meaningful ads while filling the gaps left by the absence of third-party data sources.”

Now, brands and publishers in the United States can take advantage of the advantages provided by Adobe Real-Time CDP Collaboration in order to boost ad performance while prioritizing customer privacy.

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