01 Pic: Business Wire Adobe has launched the next generation of its Real-time Customer Data Platform (CDP), the only enterprise application architected from the ground up for first-party data-driven customer acquisition and engagement. Adobe is changing the world through digital experiences. The company helps customers create, deliver, and optimise content and applications. Adobe Real-time CDP helps brands activate known and unknown customer data to manage the entire customer profile and journey seamlessly in one system, without the need for third-party cookies, Adobe said in a media statement. Adobe Real-time CDP serves as a centralised hub for brands to bring together varying types of first-party event and attribute data to form a more complete view of their customers. It allows brands to combine first-party web, app and media data (from publishers) coming from interactions such as a prospect’s web browsing activity, as well as emails or phone numbers from customers who opt to register on a brand’s site. As additional data is added and richer customer profiles are built, brands can use Adobe Target to personalise experiences. In addition, out-of-box data governance capabilities help brands ensure that data usage policies are strictly enforced and followed by everyone in an organisation, Adobe said in a media statement.