Real-Time Customer Data Platform overview

What is Real-Time CDP what-is-rtcdp

Built on Adobe Experience Platform, Adobe Real-Time Customer Data Platform (Real-Time CDP) helps companies bring together known and anonymous data from multiple enterprise sources in order to create customer profiles that can be used to provide personalized customer experiences across all channels and devices in real time.

Overview of various Experience Platform apps, with Real-Time CDP highlighted.

Real-Time CDP includes tools for data governance, identity management, advanced segmentation, and data science so that you can build profiles and define audiences, as well as derive rich insights while being able to enforce strict data governance policies.

Real-Time CDP connects to a large ecosystem of partners, not to mention native integrations with Adobe Experience Cloud, so you can seamlessly activate these audiences and deliver great customer experiences across all channels, from on-site or in-app personalization to email, paid media, call centers, connected devices, and more.

What you can do with Real-Time CDP what-you-can-do-with-rtcdp

With Real-Time CDP, you can:

  • Achieve a single view of your customer by combining data from across the enterprise.
  • Responsibly manage profiles with trusted governance and privacy controls for known and anonymous identifiers.
  • Generate actionable insights and scale audiences with AI and machine learning powered by Adobe Sensei and built for marketers.
  • Deliver personalized experiences in real-time across all channels and destinations.

Real-Time Customer Data Platform editions (Business-to-Consumer, Business-to-Business, Business-to-Person) rtcdp-editions

When purchasing Real-Time CDP, your company has the choice between three editions, as shown in the table below. All three editions are available in a standard Prime and an Ultimate level. See the sections below for additional information to help you decide which of the three editions is best for your company.

Real-Time CDP Business-to-Consumer (B2C)
Real-Time CDP Business-to-Business (B2B)
Real-Time CDP Business-to-Person (B2P)
Prime ✓
Prime ✓
Prime ✓
Ultimate ✓
Ultimate ✓
Ultimate ✓

Get complete information about the functionality included in the Prime and Ultimate tiers of all editions below:

Adobe Real-Time Customer Data Platform - Business-to-Consumer (B2C) edition rtcdp-b2c

Real-Time CDP Business-to-Consumer (B2C) is purpose-built for B2C marketers to unify, govern and activate all consumer data across systems and channels for more personalized customer experiences and complete data peace-of-mind.

Adobe Real-Time Customer Data Platform - Business-to-Business (B2B) edition rtcdp-b2b

Real-Time CDP Business-to-Business (B2B) is purpose-built for B2B marketers to unify, govern and activate all lead and account data across systems and channels for more personalized customer experiences and complete data peace-of-mind

Real-Time CDP B2B Edition allows marketers to create complete profiles for people and accounts. Specifically you can enrich, segment, and export all of your cross-source data from a centralized store of unified account profiles. This data can be managed using data governance tools that are available at every step of the centralizing process.

See the overview on Real-Time CDP B2B Edition for more comprehensive information.

Adobe Real-Time Customer Data Platform - Business-to-Person (B2P) edition rtcdp-b2p

With the Business-to-Person (B2P) edition of Real-Time CDP, you can unify, govern and activate your B2C and B2B customer data using a single CDP to target the same person across all lines of business with a seamless experience and complete data peace-of-mind.

With this edition, you get a complete customer data platform for B2C and B2B businesses to personalize experiences for the same person across all lines of business.

Additional information

To learn more about Adobe Experience Platform, begin by reading the Experience Platform overview.

The following documentation is recommended to help you get started with Real-Time Customer Data Platform:


Use the Glossary page to review Real-Time CDP and Adobe Experience Platform terminology.