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Collaboration-Muster

Collaboration patterns in Adobe Real-Time CDP Collaboration are models that define how collaborators work together to achieve their marketing goals. There are two distinct collaboration patterns: advertiser-to-publisher, and brand-to-brand. Each pattern serves a specific purpose and is designed to facilitate effective collaboration between brands.

To learn more about the differences between advertisers and publishers, read the roles guide.

Advertiser-to-publisher advertiser-to-publisher

In the advertiser-to-publisher collaboration pattern, advertisers aim to target and measure audiences in connection with publishers. This pattern allows advertisers to leverage publisher audiences to enhance their targeting capabilities, while publishers can provide valuable insights into audience behavior and preferences. Advertisers can optimize their campaigns by reaching the right audience at the right time while publishers gain access to advertiser data, which helps them better understand their audiences to improve their content offerings.

To learn more about how advertisers and publishers collaborate in this pattern, read the end-to-end workflow guide.

Brand-to-brand brand-to-brand

The brand-to-brand collaboration pattern enables brands to collaborate directly with each other to identify and target audiences for joint marketing efforts. This pattern is useful for brands that want to expand their reach and engage with new audiences through brand partnerships. By working together, brands can leverage each other’s audience insights to create co-marketing and loyalty campaigns that benefit both collaborators and their customers.

To learn more about how brands collaborate in this pattern, read the end-to-end workflow guide.

Advertiser-to-advertising platform advertiser-to-advertising-platform

The advertiser-to-advertising platform collaboration pattern allows advertisers to connect with third-party advertising platforms, such as Amazon Marketing Cloud (AMC), to enhance their marketing capabilities. This pattern enables advertisers to leverage the platform’s identity resolution and targeting tools to extend the impact of their data. By integrating with advertising platforms, advertisers can deliver precise performance insights across audiences, empowering them to optimize spend, improve relevance, and drive measurable business outcomes.

To learn more about how advertisers collaborate with advertising platforms in this pattern, read the end-to-end workflow guide.

Advertiser-to-data partner advertiser-to-data-partner

The advertiser-to-data partner pattern enables brands to collaborate directly with third-party data providers to enrich customer profiles, build more precise audiences, and access prospect populations for acquisition. This pattern brings traditionally external data workflows into a single, privacy-safe environment where first-party and third-party data can be combined without requiring raw data movement.

To learn more about how advertisers and data partners collaborate in this pattern, read the end-to-end workflow guide.

Agency-to-publisher agency-to-publisher

The agency-to-publisher pattern enables media agencies to collaborate directly with publishers to plan, activate, and measure campaigns using shared audience insights. Agencies act as intermediaries, leveraging advertiser data (with permission) to identify overlaps and execute media strategies with publisher partners.

To learn more about how agencies and publishers collaborate in this pattern, read the end-to-end workflow guide.

Advertiser-to-agency platform advertiser-to-agency-platform

The advertiser-to-agency platform pattern enables brands to collaborate with their media agencies in a privacy-safe environment, allowing advertisers to send and receive data with their agency without requiring direct data transfers. This pattern supports campaign planning, audience building, and activation while maintaining advertiser control over data usage.

To learn more about how advertisers and agency platforms collaborate in this pattern, read the end-to-end workflow guide.