TVNZ & Adobe Integrate with Real-Time CDP Collaboration

Adobe Real-Time CDP Collaboration delivers a secure environment for New Zealand advertisers and publishers to jointly discover, activate and measure high-value audiences through consent-driven first-party data, and TVNZ is the first local publisher to integrate with Real-Time CDP Collaboration.

Adobe Real-Time CDP Collaboration is now available in New Zealand. It is a new offering that enables advertisers and publishers to tackle a changing advertising landscape. As consumers play a more active role in customising their privacy preferences, new tools are required for brands to identify relevant audiences and deliver personalised ad experiences.

Real-Time CDP Collaboration addresses this by providing advertisers and publishers a secure environment to collaborate on first-party data, which is inherently consent-driven and anchored in trusted customer relationships. Brands can identify high-value audiences and activate campaigns for new customer acquisition and increased personalisation for driving conversions, all without moving or exposing directly identifiable customer data.

This collaboration enables TVNZ to discover new audiences based on consumer preferences within its various publisher properties and activate relevant campaigns across its brands.

“TVNZ, so far, has partnered with more than 50 brands on data collaboration.
This is the largest of any publisher in New Zealand and it’s an area which continues to grow for us.”

 

“The Adobe platform helps us streamline the full process, from sharing insights, to activation, to measurement, giving marketers greater access to TVNZ’s rich first-party data. We’re excited to unlock new opportunities and business results for marketers in this space.” - Valerie Walshe, Chief Revenue Officer, TVNZ

Built on Adobe Experience Platform, which provides an actionable view of customers across every channel, Real-Time CDP Collaboration is purpose-built for brands to connect and collaborate on first-party data.

In addition to creating new high-value audiences and driving more relevant campaigns, users can measure ad effectiveness directly with publishers. Adobe also offers a flexible solution where customers can securely connect data across ecosystem partners and identity partners.

With Real-Time CDP Collaboration, brands can:

• Connect with trusted partners:

  From a centralised application, advertisers and publishers can connect and collaborate with dashboards that surface insights on audience overlap and opportunities for customer acquisition, retargeting or suppression. Set-up is quick and easy, allowing brands to leverage audiences already built within Adobe Real-Time CDP, or other preferred platforms and cloud storage partners. Adobe’s privacy-centric architecture helps brands maximise audience.discovery and activation, all without exposing proprietary customer information or data. Brands can also customise data visibility and access to ongoing campaigns.

• Activate audiences securely:
  Advertisers can activate relevant audience segments with publishers across ad channels such as display, video, and TV streaming. Advertisers can reach high-value customers by tapping into premium inventory and suppressing already-converted audiences to optimise spend. For publishers, teams can scale ad revenue and strengthen brand relationships by refining audience targeting.

• Measure campaign performance:
  Brands will have access to actionable campaign insights to demonstrate ROI and make adjustments to boost engagement. Advertisers can leverage on-demand dashboards with metrics on active and historical campaigns across publishers, with insights on impressions, reach, and frequency.