Don’t Wait… Collaborate! Introducing Real-Time CDP Collaboration

Transcript

Hey everybody, welcome to another episode of Experience League Live. Boom. Here’s my little shot there for Experience League Live. My name is Doug Moore, I’ll be the host today and we’ve got a couple of great guests and a great topic for today. And before we jump in and bring in the guests, just want to give a plug for experienceleague.adobe.com. It’s your one stop shop for everything self help, right? So we got the documentation and tutorials and that’s where you find the community and everything to get help and to learn all about the great stuff that we’re going to even talk about today. So let’s go ahead and bring in our guests. We will first start by bringing in Nina Caruso. Nina come on in. You’ve got a good crowd. You’ve got a fan base. I already knew that. Glad to be back. Well great, I know. You are one of our, one of the many, well you’ve been on many shows so that’s good. You’re a repeat customer here. And first timer, we’re glad to have Clayton Smith with us. Clayton come on in. Hey. We’ve got some fans as well. I should have expected that as well. So welcome you guys. Great to have you on the show today. And let’s, before we dive into the topic, just want to take a minute and introduce you to our people today watching. And so Nina let’s start with you and tell us your, I mean I don’t want to get your exact title wrong. So I’m going to have you tell us your super, you know, powerful product marketing title. And tell the group here, you know, what you do all day. Sure. I am a senior manager of product marketing for real time CDP. What do I do all day? I talk about data and talk about it with a number of different people. So I’m lucky enough to be able to help to enable our field teams, enable our partner community. And today I get to do one of the things that I love most, which is spend time with some of our customers. And get to be with smart people like yourself Doug and you Clayton.

All right. Thank you. Yeah, Clayton. Yeah. Tell us what you do and your title and, you know, the thing you like the best about your job. Yeah, sure thing. So I am a senior manager of product management. I’m on the CDP team and I lead a group of product managers who are building out real time CDP collaboration. And really what I love about my role is the cross functional nature of working with customers to understand their pain points. And to help build products that they want and need. As well as getting in the weeds with our engineers and helping design solutions to satisfy those requirements. Yeah. Great. Thank you. I know we might be a little bit fuzzy today. Hopefully we’ll get that. Hopefully that’ll work itself out. So in any case, yeah, Nina, let’s I want to just, you know, get personal with your guys’s your fun facts that we saw there on the on the lobby video. And Nina, you said that if you weren’t doing this, this work that you’re doing now that you’d open a bakery, which is super fun. And I want I’d like to know, you know, what your favorite what your favorite bakery item is to bake. I think I’ve asked you that before, but, you know, This is why I like to come on the show because I love talking about, you know, the fun stuff. Data is also very fun. You know, talking about customer data and collaboration and moving things forward for the industry. But let’s talk about muffins. So my favorite thing to make at home are muffins. Specifically, I love blueberry banana muffins. So this was like my pandemic lockdown activity was perfecting different muffin recipes and blueberry banana are my favorite to make. And I still make them to this day. Try to make a batch of muffins weekly. Well, top of the muffin to you then.

And that’s awesome. Thank you, Nina. I’ll expect some of those next time. I guess I’m not in New York. Come on out. Come on out east. I’ll have muffins ready for you. And Clayton, you are a young businessman. I see there on your fun fact in junior high or middle school, right, with getting those skateboards personalized and out to the masses. Yeah, that’s right. I love skateboarding in my, you know, teenage years. And so no better way to test out my entrepreneurial spirit and, you know, build the thing I love. So I was able to buy a bunch of skateboards and wholesale design them to be pretty cool. And I sold them to a lot of my friends at a great deal. So that was a fun.

So I’m surprised that you didn’t, you know, you didn’t go that direction and just, you know, open a skate shop.

That was my dream as a teenager. That’s great.

Yeah. Well, cool. Thanks you guys. That’s awesome. Let’s, let’s get ready to dive in here. I think, Nina, we’re going to start with you, but we’re going to talk about, as you guys mentioned, we’re going to talk about real time CDP collaboration today. So we’re excited to talk about this new feature for the CDP. And Nina, why don’t you kind of tell us a little bit about, about it. Oh yeah. Good. You’ve got the, you’re right in line there with the slides. Cool. Yeah. Can I kick us off here and start to talk about collaboration before we get into the product details? I want to start with a little bit of context setting. Before we get right into the product. And I’ll start with this too, is both my, both Clayton and myself have been working in this industry for a long time. Over myself, I’ve been at Adobe for over 10 years working on some of the different ad tech products that we have and more customer data centric products that we have. And we’ve seen, especially over the course of the past five years, this huge shift in the industry and the problems that customers are trying to solve for. And probably I’m preaching to the choir for the audience that we have here, but I wanted to start with level setting of, you know, what are we seeing? What are some of the challenges that we’re all facing? And bottom line is that finding and growing and measuring new audiences and their impact is harder than ever. And why is that hard? Most of the internet has become largely unreachable via third party cookies. So something we have relied on for so long as an industry to find and acquire new customers has evaporated. In addition to that, there’s this huge emphasis on privacy. And probably we all feel that as consumers ourselves of more aware of how data is being collected, we have different, there’s been different events that have occurred that have impacted how we perceive data collection and think about it. And in addition to that, when we think about this from a business perspective, what we’re seeing is that decision makers have a large interest in consolidation of their IT strategy, of the tech stack, of this sense of there’s been a lot of buying, there’s been a number of new types of platforms that have come out, new applications and wanting to streamline all of these. So with, in particular with less signals, so not as many third party cookies to go off of, and especially that increased view of privacy, how are we all as marketers, as practitioners dealing with that? There’s a couple of key trends that we’re observing here. First is a huge focus, and we know this going back for several years now on first party data of companies investing in first party data platforms, investing in first party data strategies and investing in first party data activation. We’ve also seen a huge shift in a lot of this information we’ve gathered directly from our customers as well via original researches, shifting to new and addressable channels. So focus on connected TV and retail media or commerce media networks as well, essentially to go where the eyeballs are, go where you can find those addressable audiences. And then last but not least is by virtue of these different trends, there’s new technology that’s coming to fruition. Is now practitioners are starting to use data clean rooms and using them in part to offset these or to help contend with these different privacy regulations and some of the loss of those signals such as third party cookies that they’ve relied on for some time. So let me double click on that notion of data clean rooms and really this emergence, if we kind of zoom out a little bit, of data collaboration that has this privacy centric lens to help with marketing efforts. Because of these trends around privacy and increasing sensitivity around how data is collected by organizations, there’s this huge focus on data governance and figuring out too for organizations what data is appropriate to expose or in most cases not expose as well. All of these different trends that we’ve been talking through around privacy, around signal loss has led to this emergence of data clean rooms. So what is a data clean room? The way we think about it is it’s a purpose-built, I would call it an application that’s powered by privacy enhancing technology or PETs as they’re commonly referred to, that help to or sometimes more parties interact with the data. Without having to centrally store data and without having to expose the underlying data. What we’ve seen with the emergence of technology is that oftentimes these clean rooms are being built on top of data warehouse or sometimes on top of cloud or infrastructure vendors as well. They’re usually pretty technical in nature. And as you can see from this kind of quick and dirty diagram that we’ve built out here, it can become very complex very quickly when different brands are trying to work together and stand up these different clean room environments and trying to work across different clouds and identities and warehouses. You can see kind of all of the different mixing and matching that needs to happen. So let me double click on this and I promise I’ll get to what we’ve built. But first about what were some of the industry challenges that we identified and we were trying to solve for. So first is that when we looked at what companies were trying to do with overcome privacy regulation, overcome signal loss, figure out how to streamline technology, this is what we found. Some of the options that they had to work with data collaboration platforms that existed is that they were very complex and very cost heavy. They required a lot of technical resources to be able to stand up and to operate even on an ongoing basis. This is very critical. There is also very limited interoperability as well for customers who were using some of these clean room or collaboration environments. They didn’t work across different clouds. They didn’t work across different regions. And oftentimes we’re locking customers into specific data vendors, identity vendors, or even tech vendors. We also found that they were fairly slow as well and in some cases were introducing kind of duplicative workflows. Because of some of the ways that these data clean rooms or collaboration platforms operated, there was a lot of time that was required to get access to audiences that customers were looking to use. And in addition, by virtue of that too, we’re introducing latency and in many cases, as we’ve already hinted at too, adding a lot of costs that ultimately were eating up some of the bottom line return on investment that customers were hoping to see. And then last but not least is this focus on data privacy, which customers are looking to clean rooms in the first place to help solve for, is that customers were still needing to contend with how to figure out data sharing agreements and use of customer data across different enterprises. All right. So all of that context behind us, let’s get to the meat of this. And I promise we’ll get to the actual product in a moment as well. And this is why we’ve introduced real-time CDP collaboration. We feel like we have been able to establish this privacy-centric environment that does not have any code that is interoperable across different clouds, across different regions. Across different identity vendors and data vendors in the future to help brands and publishers or even brands with one another work together. This is available now in the US. Prime and ultimate CDP customers who are non-healthcare shield customers, you already have access to this today. So you can start to play with collaboration to discover audiences, work with partners to activate those audiences, and in the future bring measurement into the equation as well and be able to work through it with all of these different partners that you have in your ecosystem as a marketing practitioner without having to understand code, without having to enter a ticket with a technical practitioner to get help to do this. You’re going to be blown away in a moment when Clayton steps through the demo of how easy and intuitive this is to use. As I already mentioned, collaboration is part of our real-time CDP offering. You can, if you wanted to, you could buy it separately if you happen to use another CDP or don’t even have a CDP today. But we thought it was very critical to actually embed it within Adobe’s real-time CDP because it helps our customers solve for the vision we’ve set out for the past several years, which is solving for complete customer data management. So we’ve had for some time all of this focus on known and synonymous data, first-party data that you’re collecting directly from customers, third-party data signals from your partners. We introduced about six months ago the opportunity to federate data from data warehouse partners, put all of this together into these actionable profiles in real-time audiences, and then activate it all throughout the lifecycle of the customer. So using it in advertising channels and own channels, being able to send it back to enterprise systems. And with collaboration, it really greatly enhances that top-of-the-funnel capability to work across paid media and ultimately help to power that full journey activation that is the vision of our CDP. And what we see is the vision of our customers of wanting to manage all of that intelligent activation end-to-end. What you’ll see from Clayton in a moment, getting back to collaboration specifically, is a couple of different use cases. But I wanted to highlight these specifically is that what we see customers starting to use collaboration for today is for brand-to-publisher relationships. So an example here is Adobe.com as a brand working with NBCUniversal, for example, as a publisher. The brand is wanting to access, find, and ultimately activate premium audiences to help power their advertising. And on the publisher side, they’re making their audiences and some of their insights accessible to brand partners to help deepen and continue to fuel those advertising partnerships. Coming soon too, we’ll have brand-to-brand use cases as well to help our customers work across their strategic partners for use cases like co-marketing campaigns. It could be inter-organization use cases as well. But excited to see new use case patterns come out, even as we’ve just introduced this in the last few weeks. We’re just continuing to iterate. Before I pass it over to Clayton here, I did want to build this out. I did want to highlight a couple of key points about why we feel like we are so differentiated and really why we’re so excited about this opportunity around collaboration. First is this concept of MarTech and ad tech together, which really plays to this trend we’ve seen in the market, this need from customers to be able to do some streamlining. And helping our customers take that first-party data that they already have in real-time CDP and just extend the value of that for additional use cases. You’ll see this in a moment, but this beautiful and extremely simple user experience in the best way. This was purpose-built so that advertising and marketing practitioners can use this directly, can be able to directly intuit from the UI, how to use it, where to go next, and don’t have to rely on technical resources. This is agnostic and interoperable, which is something that pretty much no other collaboration platform, I think, can claim in the way that we can of being able to work with different cloud providers, different data providers, identity, and measurement partners in the future of our customers’ choosing. And then privacy and architecture innovation. You’ll be able to see in a moment that collaboration can produce these audience insights in near real-time and doing so without moving any underlying customer or identity data. All right. So enough talking for me, Doug. That was awesome. Thanks to Clayton. But let me know if there’s any questions or anything you want to dig deeper into. Yeah, yeah, yeah. And just for everybody on the line, I mean, feel free to add questions here for Nina and Clayton. That’s really why we’re doing this. We can put videos out and we’re doing that to help you guys be able to use collaboration and understand and everything. But we’re hoping that you have questions for our experts here today. So feel free to add those and we’ll answer them as we go along. But yeah, excited about this, Nina. Clayton, maybe you can kind of dive in here and show us this playground. As you were talking about that, Nina, I’m picturing this nice little playground where brands can come and publishers, they can all play together nicely. So that’s the simple mind of Doug. Yeah. So, all right. Perfect. Well, let me start from the top. I know so many of you here today actively leverage Adobe Experience Platform or someone in your team does. So I want to spend a little bit of time talking through how you get going in the application. And then I’ll do a demo of all the features and functionality so you get a little bit of a taste around what we’ve built. So what I want to show first here is real time CDP collaboration can be accessed as part of an Adobe Experience Platform application in the nine dot up here or in your application. Quick access. Location. This can be found by providing role based access controls through an admin can provide these to you. And here’s a quick glimpse of what’s required. So real time CDP collaboration is governed by access within the newly created collaborations. Roback permissions area. And there’s a wide variety of permissions that you can assign to different users in your organization. So for power users who can do it all, they can manage. They have to manage permissions. But if you also want to give access to maybe less technical users or a media agency, we have the ability just to provide read only access. So we have some great documentation and videos on this that Doug created that you could dig into. But I just wanted to show a quick glimpse of this permissions layer. Yeah, we do. And I will I will put there’s I have a short link to to the videos for this. It’s, you know, by just FYI, it’s Adobe dot LY slash collaboration learn. But I’ll put that on here later on as well. So I have some videos there, including, like you said, the permissions. Perfect. Thank you, Doug. Can I jump into the question real quick? Because we got a few coming in. Let’s let’s take this first one from I don’t know, I guess it’s Mitch. Gee, will there be integrations with Databricks? Yeah, it’s definitely on the roadmap for us to be integrated to all cloud warehouses as part of this. Absolutely. Yeah, right. And Nina, maybe for you, Carlos says, do brands need to have a real time CDP license to use this? You talked about that a little bit. Just so maybe a recap. Yeah, definitely. So the answer is no, you do not. We are providing the opportunity to use real time CDP collaboration as its own application. But it is a part of real time CDP prime and ultimate our customer data platform offering as well. Great. Great. Let’s let’s walk through a little bit. I mean, let’s just let’s do this. We’ll have Jennifer’s question here. And then Clayton, you can you can tell us if it’s going to be answered if you want to answer it now. And that’s for clean rooms with media partners. Is campaign measurement part of the collaboration function? Yeah, and we’ll talk about that a little further in the demo. But yes, absolutely. That’s a critical part of our strategy and product development. Great. Awesome. Thank you. Yeah, let’s let’s forge onward. Thanks. Thanks, everybody, for your questions. Keep them coming. Perfect. Thank you all. Yeah. So what you see here is the shell of the real time CDP collaboration application area. And what I wanted to quickly walk everyone through is getting set up in the organization itself. And so if anyone comes in to collaboration for the first time, they’ll be prompted with this organization setup screen. And so I wanted to quickly describe sort of what this is in case any of you have faced this today. So the goal of collaboration, as Nina mentioned, is, you know, to be able to interface and interact with any of your strategic media partners or other partners for co-marketing. And so with that, we’ve built out a really clean interface, which you’ll see that’s branded for each of your brands. And also purpose built interfaces and functionality based on your role type. And so this first screen here is all around setting up who you are as an organization. You know, you can add a description if it’s helpful. You can define whether you’re an advertiser or a publisher in this capacity. And that has different features and functionality tied to it. And also for some folks who do have different lines of business who may act as an advertiser and a publisher, you have the ability to create multiple collaborator profiles within collaboration itself. You can define you can add a logo here and we have some generic header images and you’ll see what this all looks like. But I really just want to call out that all these things, you know, can be edited after you create it and no one has access to see anything until you start working with them. So then the end result of creating that profile looks like this. So in this demo, I’m going to walk through all with mock organizations, both in this case, I’m acting as an advertiser who’s called Luxury Airlines. And I’ll be working with some various, you know, sample publishers as well here. But what you see here is the landing page for your organizational profile where you can, you know, obviously edit anything about your profile after it’s created, as well as define what use cases that your organization feels comfortable working with within the application with any of your partners, and define the various match keys that we’ll use for the collaboration efforts. In this example right now, we’re only supporting hash email throughout the demo. And then over time, we’re increasingly offering more match keys across the different ecosystem, both first party device based and partner based in the future. The next thing I want to walk through is all around getting audiences referenced in the system. So you can work through the predefined use cases, which we’ll get to in a moment. So if you’re a CDP customer specifically, this is very easy to get going and to manage. And so what you see here is all around the audience inventory page to see the variety of audiences that you made available within the collaboration environment for action. But in order to add more, I’m going to quickly go through the workflow and describe a little bit around how this works. So we have a construct called a data connection. And a data connection is really a pointer to wherever your audience data will be in this case. Right now, you know, it’s fully self service, pulling data from Adobe Experience platform. And then we’re increasingly offering more self service capabilities from cloud storage locations. We already have a variety of folks working with data, not in AP, and we’re just finalizing, building out all the UX workflows right now. But assuming many of you are interested in referencing data from Adobe Experience platform, it’s very easy to get set up in honestly just a few minutes. So first, you will pick one or more sandboxes to reference data from. I’ve already grabbed one from sandbox one called Publisher one. And now I want to also bring audiences from another sandbox called digital production. The second part here is all around data governance and consent management. So obviously, with anything around targeted marketing or collaboration overall, we want to make sure that everything is fully consented and honored and governed properly before any data is leveraged in this environment. And so for CDP customers today, we allow and we’ll honor any data marked with data science or data collaboration marketing actions. We’ll filter that out on the way in, as well as honor your consent preferences. So if you’re leveraging a variety of consents tied to your unified profiles, we can honor an opt in setting where we are only looking at folks who’ve opted in to collaboration, or we’re only excluding folks who’ve opted out. If you’re managing this outside of that, then you can just select the bottom button here that says the data is pre filtered. Next is all around mapping the underlying data or identifiers to the supported match keys. And so one of the big innovations we have here compared to segment match, which many of you are familiar with, is we can work with identifiers that are in identity namespaces, or even profile attributes. So this has been a historical blocker here, but you know, we’re giving you more flexibility to bring your data to the table. So in this case, what I’m showing here is Luxury Airlines only has plain text email in their CDP profiles, but we only support hashed identifiers in the system. And so what we offer is for you to apply transformation and we will actually transform that data into hashed identifiers before it’s available in collaboration. Nice. Cool. And then after you get through the initial setup, it’s pretty simple. You have the ability to select one or more audiences that you’d want to make available. And then click go. And after that, we’ll kick off the schedule to reference the data as you determined. And now you can start collaborating with partners. So I’ll stop there if there’s any questions. If not, I’ll keep going. Yeah, I mean, keep going. We don’t have any new questions. So people feel free to ask them. But yeah, in the meantime, Clayton, we’ll keep going with this. So that’s all just kind of a setup, right? Obviously, setting up your organization is kind of a one time deal. Unless, like you mentioned, unless they want to be able to have more than one organizational setup in there. You said if they work in different capacities, I guess I didn’t maybe say that right. But maybe explain again, when would they want more than one organizational setup? Yeah, yeah, very often it’ll be if you have multiple lines of business. So you could have different marketing groups within one parent company, for example, manage their media budgets and audiences separately. Or maybe a CPG company, like as an example, like a big example. Okay, yeah, or even a media publisher who has, you know, an ad sales branch, as well as a marketing branch. And if by chance they, you know, manage data out of one AP instance, they have the ability to have that clean separation of profiles and partners. Okay, cool. And so that you’d kind of set up once and then the audiences, you’re going to, you know, set up kind of, you know, all the audiences from the, in this case, in the sandbox that you want to bring in and use here. And then from there on out, is it more things that we’re going to do more like every day instead of a setup? Yeah, exactly. So once you get through the initial kind of configuration, then it’s all around managing your partners and any new audiences that you want to bring in or remove, which can all be done in, you know, really two clicks to add new audiences or remove any of them. Great. Yeah, let’s keep going then. Perfect. Okay, great. So the next part of the process is being able to discover and connect with more partners. So again, Lux Airlines in this case is acting as an advertiser. And so what we built out is a partner catalog. And so if you log into, you know, your collaboration instance, you’ll see some of our initial streaming TV partners readily available to connect with. And so I’ll quickly walk you through what that looks and feels like in this demo work. So to connect with a partner, there’s really a two step process. Step one is you click a button here that says connect, which really sends just a handshake that says, Hey, partner, in this case, I want to work with you. Are you interested? On their side, they’ll get that inbound request, and they can accept it or reject it. But at that point, it’s a great natural way to start having a conversation with a partner. And then assuming that they’ve accepted your image, like your handshake or friend request, then you can define really the ways that you would like to work in the collaboration environment with a partner. So in this case, Lux Airlines is defining how they want to work with Streamy, another CTV provider in this space. You can edit what use cases that you would like to work with. So we have three predefined use cases today, audience overlaps, audience activation and campaign measurement. So based on what you agree on with your partner, you can include or exclude any of these use cases. You can also define what match keys that you’ll work on. So we find what mutually shared match keys are available on both sides. And then you can define which ones you’d like to work with in your collaboration. You can define sort of who will more or less fund a variety of the credits that are consumed during this process. So this is more of a credits based model that powers this application, which we could talk about later. And there’s some good documentation on that. And then also acknowledge that you have all agreements in place with the partner. After this point in time, then you’ll just submit this request to your partner. And then on their side, they’ll see the proposal and then they can accept or reject that. So everything is mutually agreed to before you start collaborating, which a lot of the data privacy and legal teams really love.

Perfect. So once you’re connected with a partner, then you can start working with them through what we call projects. So a project is really a container to define how you want to work with another partner. So in this case, Luxury Airlines wants to work with TV Tube, Streaming Plus to build out a new media campaign in Q2. And so let me just quickly add what this is. So you can add an edit, you know, the title of it, which is often going to be surrounded around a marketing or media campaign. You can add a description. And over time, we’re going to be adding more fields here to really create a canvas for any advertisers, publishers or their other partners to work together in a contained way. So once a project is created, then you can start collaborating. So again, as I mentioned, we have three prebuilt use cases right now with many more coming down the pike. But I’ll walk you through what they look like today. So the first use case is all around audience overlap insights. And so what we’ve done here powered by our innovative architecture is we allow Luxury Airlines in this case to look at any of the audiences that they have referenced into the system against any of the audiences that their partners made available to them specifically in the application. And so this is really useful to for a variety of reasons. So one, it will allow you to better understand sort of who your customers are in the context of your partner’s environment, which can help inform marketing strategies, advertising strategies more. But also it can help you understand what audiences your partner may have that you may want to leverage as well as sort of second party data to power a co-marketing campaign, for example, or an audience based TV buy. And that’s where we’ve seen a lot of great success so far. Our underlying architecture makes this process very, very smooth. And so the calculations update in essentially real time. So this is a far superior user experience than going to cloud warehouses, writing queries, etc. So we really want to remove the complexity and make sure that we’re not getting too much of a problem. Cool. The second use case here is all around privacy minded audience activation. So this is a very, very simple way to do this. So we’re going to go to the So this is a far superior user experience than going to cloud warehouses, writing queries, etc. So we really want to remove the complexity and bring the speed back to collaboration that many marketers and advertisers need. Nice. Cool. The second use case here is all around privacy minded audience activation. And so we really, you know, in just a few clicks, you have the ability to select one or more audiences and be able to activate those to a partner where we will only find the mutually shared IDs post consent filtered on both sides. And really, you know, enrich whoever receives the audiences back to them in their own environment. So you’re not sharing any incremental identifiers or any of your own identifiers at all. It’s really just whatever was matched on the receiver side here. And we can have those activated on a one time or recurring basis to power any of your enrichment use cases for any of your users. Great.

So we’re going to go ahead and open up the Q&A. So we’re going to go ahead and open up the Q&A. So we’re going to go ahead and open up the Q&A. So we’re going to go ahead and open up the Q&A. So we’re going to go ahead and open up the Q&A. So we’re going to go ahead and open up the Q&A. So we’re going to go ahead and open up the Q&A. So we’re going to go ahead and open up the Q&A. So we’re going to go ahead and open up the Q&A. So we’re going to go ahead and open up the Q&A. So we’re going to go ahead and open up the Q&A. So we’re going to go ahead and open up the Q&A. So we’re going to go ahead and open up the Q&A. So we’re going to go ahead and open up the Q&A. So we’re going to go ahead and open up the Q& Are there any questions or should I keep going? Yeah, you were talking about ideas. And I think this is good to have from Moharan. Is there any integration available for third party data mapping? For example, Audience Manager, Adobe Audience Manager, has a Demdex ID that can be mapped to any brand using Adobe services. Yes, that is a great question. So yeah, that is something that we are planning to release in the application probably next quarter. But yeah, that’s top of mind for us is to better support working with Demdex IDs as well as other partner IDs as Nina mentioned. So we’ll be increasing the match keys that are eligible here. Really every month we’ll be adding more on. That’s great. Thanks. OK. You had one more up there for us. One more, yeah. So it’s all around campaign measurement. And so obviously for the media planning and activation use cases and more, if you’re getting deeply connected with partner, being able to actually measure the outcomes in a more privacy safe way and in a deeper way is the key traditional use case. With data clean rooms, that’s where a lot of folks have started. I think we’ve massively innovated by bringing more of the audience use cases in here and making it simple. But of course, measurement is where a lot of the power is. So I’ll walk you through what we have live right now. And so when you’re connected with a partner, you can actually input a variety of parameters around your advertiser ID and campaign IDs as well as your campaign date range. And then we will actually in an automated way and in a scheduled way be able to pull some metrics for your campaign measurement. So right now in the UI, we are working with a variety of the publishers that we support to have reach and frequency metrics, which are things like impressions, unique reach, all calculated at the person level, as well as interesting things like frequency distributions, cumulative reach curves, and more. But really what we’re releasing in the next two months is where the power comes in. And we’re already doing this in a beta capacity. We’re allowing advertisers to be able to point to any online or offline event data that they may have in AEP or outside of AEP and define those as conversion events. And then we will orchestrate running those against publisher ad log data to help you better understand the impact of your campaigns. So that’s something that we’ve already done with a lot of the campaigns that we’ve ran through this today. In our beta program, and then it’ll soon be available in the production application in the next few months. But that’s really where we’re seeing that mass incremental value is using audiences to plan a simple way to onboard them directly and then be able to close the loop and measure using a variety of offline and online outcomes. And then I think where this gets really powerful is eventually being able to tie more audience insights to your campaign performance to better understand the next best audience that you’d like to use in your campaign. Nice. Yeah, great. It looks like we have one more question from Jennifer. For the brand to brand use cases, will the available destinations for activations be the same as real time CBP? Yeah, that is a great question. So our first priority is allowing sort of the activation back to CDP. So anyone who receives it can activate out to the whole plethora of destinations that CDP is available.

And then subsequently, when we build in the direct destination paths out of collaboration, it’ll likely be a subset of those focused on marketing and media activations. So there’s slightly different use cases there that we could talk about in detail. But the first priority is using the power of CDP destinations. Yeah, great, great. Awesome.

Oh yeah, well, this is great. And yeah, Clayton, thanks for showing us all that.

We are getting close here to the end, but I know Nina, you had something you wanted to show us one more thing, I think, before we let everybody get today. Let’s go over to your, there we go.

Can you see my screen? Yes, we can. Okay, I wanted to end, first of all, thank you, Clayton, for that super in-depth walkthrough and thanks everyone for all of the thoughtful questions. I hope you took away from that, just like how easy it is to get started using it, how friendly the environment is and straightforward that hopefully helps unlock all of these exciting use cases. But there’s a couple of things that I wanted to share as some takeaways of how you can start kind of getting the value out of collaboration today.

And for many of the folks who might have joined today, my guess is many of you, especially based off of the questions, are current users of real-time CDP. And for those of you, what I wanna say is that what’s important with collaboration is to get your advertising teams, your media teams, and brand sponsorship teams involved and up to speed on this. We know that folks who are maybe in marketing operations or in a martech role are oftentimes the primary user and owner of the CDP, but collaboration is a different persona. So get those teams involved, send them this recording, send them the link that was dropped in for Experience League so they can start to understand what this is.

The other big takeaway that I wanted all the folks on the line to understand is that this is enabling you to take your first-party data and extend the value of it. Have that first-party data that hopefully you’ve had been working on a strategy to collect and organize and do more with it. This is a huge value proposition of collaboration. One last thing that I wanted to call out for our real-time CDP customers is, again, hopefully the time today paid off the value of collaboration, paid off how easy it is to get started. Onboard this, start to use it. And by the way, when you log in, you’ll see that you have free credits at your disposal. So credits being kind of the currency that we use in collaboration, we are providing you some initial credits for free to start testing this out, run a campaign, recommend if you’re in the US and a real-time CDP primer ultimate customer, use those free credits now.

So that’s my quick plug. Nice, yeah, great. Great, let’s go back to the three of us here, I think. One more quick question from Moharan. Can the first-party data be exported as conversion events, not retargeting, but can bring events into Google, Meta, et cetera? Is this an out of the box integration? Yeah, so exporting any raw data is not immediately part of the roadmap here. I know that there’s some work on destinations to better enhance this, but there have been some questions and we are working on integrations with some of the walled garden providers. So maybe something like that comes down the line, but not today. Awesome, great. Well, thanks for that question. Thanks everybody for your questions today. Before we leave, before we let you guys go, we have one more segment that we’d like to do at the end of each show. [“The First Party”] Nice, our unrelated cool tip. Now that you’ve learned all about collaboration, we need to give you one more tip that you can use in your life that is even not related to work at all. So I have this one for today. And even though we don’t have a sponsor, we are presented by no one today. But that being said, I will tell you that my little tip that we use in our household, us being old, when I’m eating the food, look, the goal is to get it in the mouth, it’s true. But a significant amount may end up on my shirt.

And we come full circle in this life. And so I kind of need a bib. I don’t know, I will tell you that today. So here is my, you guys are gonna love this. I promise you, you’re gonna use this. And that is the Press’n Seal. If you use the Press’n Seal, if you have that, it is great because you just tear off a piece of the Press’n Seal. It’s got the little bit of stickiness on the one side. And you just, boom! You put your shirt on and you’re gonna have the meal, get a little Press’n Seal. And although I was thinking as I was getting this ready, I’m like, well, maybe I should start a business of adult bibs as well. But that’s a different story.

But you’ve got the Press’n Seal right there. And that is the unrelated cool tip for the day.

And I’m sure I should be embarrassed, but that goes away when you get old as well. So I’m not.

Love it, Doug. Thank you.

So there you go. Thanks for joining the show today, you guys.

Nina and Clayton, thank you for being on the show and helping us learn about, understand, and get excited about RTCDP collaboration today. Thanks everybody for coming to the show. And with that, we will close the show and we will see you next time on the next Experience League Live. Thanks everybody.