Adobe and Amazon have launched a new data partnership to help advertisers pinpoint ideal audiences, improve their campaigns, and tap into valuable data about how customers shop.
Announced Monday, Amazon Marketing Cloud—the ecommerce giant’s data clean room for privacy-safe data collaboration—will be plugged into Adobe’s customer data platform, or CDP.
The deal will allow the companies’ joint customers to connect into Amazon Marketing Cloud via Adobe’s Real-Time CDP Collaboration feature within the CDP. There, they can access aggregated data on how consumers discover, consider, and buy on Amazon. They can also see data from across Amazon’s sponsored products and brand ads, as well as signals from Amazon’s demand side platform, which connects media buyers with publishers.
