Adobe CDP

Built on Adobe Experience Platform, 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.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 Customer Data Platform 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.

Data sources

Use ETL (extract, transform, and load) technologies to activate data ingestion.. Adobe CDP allows data to be ingested from external sources while providing you with the ability to structure, label, and enhance incoming data using Platform services. You can ingest data from a variety of sources such as Adobe Solutions, cloud-based storage, third party software, and your CRM.


Platform allows you to easily create and access segments, as well as use different building blocks to further characterize your segments. It is able to make use of the full Segment Builder capabilities that are a part of Experience Platform. Within the Segment Builder’s user interface, you can create new segments, access existing segments, and modify existing segments.

Identity resolution

An identity graph is a map of relationships between different identity namespaces, providing you with a visual representation of how your customer interacts with your brand across different channels. All customer identity graphs are collectively managed and updated by Identity Service in near real-time, in response to customer activity.Identity Service manages an identity graph visible by only your organization and built based on your data, referred to as the private graph. Identity Service augments your private graph when an ingested data record contains more than one identity, adding a relationship between the identities found.


It provides you with the power to generate customer predictions at the individual level with explanations.With the help of influential factors, Customer AI can tell you what a customer is likely to do and why. Additionally, you can benefit from Customer AI predictions and insights to personalize customer experiences by serving the most appropriate offers and messaging. Customer AI can assist with:- Providing high accuracy customer propensity models for stronger segmentation and targeting.- Understanding the influential factors and likelihood behind certain customer behaviors.- Providing customizable options for your company’s unique use cases and data.- Enhancing Real-time Customer Profile with customer propensity scores such as churn and conversion.- Enhancing customer profiles with influential factors for propensity scores.- Creating segments of customers based on influential factors and propensity scores.


Pre-built integrations with destination platforms allow for the seamless activation of data from Adobe Experience Platform. You can use destinations to activate your known and unknown data for cross-channel marketing campaigns, email campaigns, targeted advertising, and many other use cases.

Data updated: May 2021


Pricing: upon request
Pricing model: Paid
Free / trial option: no


Vendor: Adobe Inc.
Founded: 1997
Origin: CA, USA
License: proprietary license
Phone: 1-408-536-6000
345 Park Avenue San Jose, CA 95110 United States


Live / Online
In person


Current product score: 7.1


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Key Features

Data onboardingYesCapture data from multiple channels and systems to create up-to-the-second profiles, get insights, and accelerate downstream personalization.
Identity graphYesLoad identity-resolved data assets into a central profile store that’s built to serve the needs for various use cases.
Audience insightsYes
Audience creationYesOut-of-the-box dashboards, advanced drag-and-drop segmentation and a user interface optimized with marketing-specific workflows let marketers manage and process data efficiently without requiring IT support.
Profile enrichmentYesEnrich your unified people and account profiles with known, unknown, external and internal data as activity happens to drive real-time personalization and insights for B2C and B2B experiences.
App marketplaceYesIntegrate with an extensible network of Adobe and non-Adobe partners and applications using pre-built B2C and B2B connectors that speed up campaign setup and time-to-market.
AI modelingYesPropensity scoring with customer AI tools
3rd party data connectorsYes
Integration with DMPYes
Integration with programmatic toolsYesGrow your audience and engage existing customers with retargeting, suppression, and prospecting in paid media environments.
Real time segmentationYesUse real-time segmentation to act on a stream of events that contain behavioral data, removing delays and allowing you to distribute segments by geographies.
Cross-device targetingYes
Behavioral scoringYesPropensity scoring with customer AI tools
Prebuilt behavioral segmentsYesTrigger automatic responses and campaign association based on customer and target account activity, or inactivity, such as conversion events, form fills, and opt-outs using real-time profiles of people and accounts.
Real-time personalizationYesPeople and account profiles updated with streaming data allow for one-to-one personalization across all channels and in all environments.
Performance reportsYes
ForensicsYesDerive automated insights and propensity scoring with customer AI tools that are customizable to fit your data science goals and needs.
Recency, frequency, RFM value analysisYesRecency, not just frequency. Pull in real-time data so your profile is always up to date and your insights are always relevant.
Real time customers viewYes
Taxonomy managerYesTranslate personal and company data from all sources into a common, flexible language so it's accessible across teams and systems.

Privacy and security

Data OwnershipYes
Data deletionYesYou can use the Adobe GDPR API to more quickly and conveniently manage GDPR requests from data subjects. Adobe’s GDPR UI allows you to execute GDPR requests using a visual interface.
Data portabilityYes
Data center locationUSA/EUThe AEM as a Cloud Service solution is hosted on Adobe-leased data centers in the U.S, (Virginia) and in Amsterdam, The Netherlands and Sydney, Australia.
Data transfer outside EEAReqquired
GDPR compliant (EU)Yes
Privacy policyYesCertified to the EU-U.S. and Swiss-U.S. Privacy Shield frameworks for individual-related data
Consent managementYesTo help you obtain consents, the tool has three prebuilt integrations with these consent management solutions: Evidon, OneTrust, and TrustArc.

Strenghts / Weaknesses

Normalized, flexible data model usable across Adobe connectionsPricy
Drag-and-drop segmentation designed for marketers
People and account-level identity resolution

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