As businesses, staying competitive in digital advertising can feel like an uphill battle. With consumers demanding more control over their privacy and regulations tightening, businesses need ways to deliver personalised ads without compromising trust or breaking the bank.
A new tool, Adobe Real-Time CDP Collaboration, recently launched in Australia and New Zealand, promises to help businesses tackle these challenges by enabling secure collaboration on customer data. But is it right for your SME?
Here’s a breakdown of what tools like this offer, their benefits, and what you should consider before jumping in.
What are data collaboration tools?
Data collaboration tools allow businesses to work with partners like publishers or ad platforms to share and analyze customer data securely. These tools focus on first-party data, which is information you collect directly from your customers (e.g., website visits, purchase history) with their consent. Unlike third-party cookies, which are being phased out, first-party data is privacy-compliant and tied to direct customer relationships.
Tools like Adobe’s platform let SMEs partner with publishers to identify high-value audiences and run targeted ad campaigns across channels like display ads, video, or streaming TV, all while keeping sensitive data secure. For example, Adobe Real-Time CDP Collaboration, built on the Adobe Experience Platform, connects SMEs with major publishers like News Corp Australia, carsales, Nine, SBS, and TVNZ. These partnerships let businesses tap into large audiences on premium platforms, potentially reaching new customers or re-engaging existing ones.
How can these tools help?
For SMEs looking to grow through digital advertising, data collaboration tools offer several potential benefits:
- Better Audience Targeting: By pooling consented data with publishers, SMEs can identify customers who are more likely to engage with their ads. For instance, a small retailer could target car buyers on carsales’ platform or lifestyle enthusiasts on Nine’s properties, making ads more relevant.
- Privacy Compliance: With privacy laws like GDPR and local regulations in Australia and New Zealand, SMEs must prioritize consumer consent. These tools provide a secure environment to share data without exposing sensitive customer information, helping you stay compliant.
- Cost Efficiency: Tools like this can optimize ad spend by focusing on high-value audiences and avoiding already-converted customers. This is crucial for SMEs with limited marketing budgets.
- Access to Premium Platforms: Partnering with established publishers gives SMEs access to large, engaged audiences they might not reach otherwise, leveling the playing field against bigger competitors.
- Performance Insights: These platforms often include dashboards with metrics like impressions, reach, and frequency, helping SMEs measure campaign success and adjust strategies. This can be a game-changer if you lack advanced analytics tools.
Comparing popular tools
Here’s a quick look at how some tools stack up for SMEs:
- Adobe Real-Time CDP Collaboration: Best for SMEs with some data infrastructure, seeking premium publisher partnerships in Australia/New Zealand. Strong for privacy and audience targeting but potentially costly.
- Google Marketing Platform: Ideal for SMEs already using Google Ads or Analytics. Offers robust targeting and integration but may overwhelm smaller teams.
- Salesforce Data Cloud: Suits SMEs with Salesforce CRMs, focusing on cross-channel personalization. May be complex for non-Salesforce users.
- LiveRamp: Affordable for SMEs new to data collaboration, focusing on secure data matching across ad networks. Less feature-rich than Adobe or Salesforce.
- The Trade Desk: Great for SMEs wanting broad ad network access. Flexible but requires more hands-on campaign management.
Here’s what industry leaders say about the approach:
Nicholas Bailly, Commercial Director, carsales mediahouse, said, “At carsales, everything starts with trusted, high-quality first-party data — it’s the engine behind our media and marketing solutions. With billions of behavioural signals each quarter at our fingertips, we’re uniquely positioned to help brands reach the right audience, in the right place, at the right time in their buying journey.
“Our work with Adobe Real-Time CDP Collaboration takes our data capabilities even further, enhancing how advertisers securely connect with in-market car buyers in a privacy-first way. Supported by this integration, our people-based marketing platform, carsales Match, enables marketers to activate rich audience segments and deliver campaigns with greater precision, scale and confidence.”
“Collaborating with brands on their first-party data is crucial for Nine to deliver more relevant ad experiences and drive greater value for advertisers,” said Stephanie Drabble, Director of Data and Product Commercialisation and Strategy, Nine.
“Many of our clients are eager to leverage data to enhance campaign efficiency, but privacy and security concerns often pose challenges,” said Claire Lawler, Senior Data and Commercial Product Manager, SBS.
“TVNZ, so far, has partnered with more than 50 brands on data collaboration,” said Valerie Walshe, Chief Revenue Officer, TVNZ. “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.”
What should SMEs consider?
While data collaboration tools sound promising, they’re not a one-size-fits-all solution. Here are key factors to evaluate:
Do You Have Enough First-Party Data?
These tools rely on your existing customer data. If your SME doesn’t collect much data (e.g., through a website, CRM, or loyalty program), you may need to invest in data collection first. Without it, the tool’s benefits are limited.
Can You Afford It?
Platforms like Adobe’s often come with subscription or licensing fees, which can strain SME budgets. Check with vendors for pricing details and weigh the costs against expected returns. For instance, if your ad campaigns are small-scale, simpler solutions like social media ads might be more cost-effective.
Is Your Team Ready?
While these tools offer user-friendly dashboards, setting up and managing campaigns still requires some marketing know-how. SMEs with lean teams may need training or external support to maximize value.
Does It Fit Your Market?
If your business focuses on local or niche markets, partnerships with large publishers may not align with your audience. Consider whether your customers are active on platforms like TVNZ or Nine, or if smaller, targeted channels would work better.
What About Alternatives?
Adobe’s platform is just one option. Other tools, like Google Ads, Meta’s ad platform, or smaller regional solutions, might offer similar targeting capabilities at a lower cost or with less complexity. Compare features before committing.
Data collaboration tools can help SMEs punch above their weight in digital advertising by enabling smarter, privacy-compliant campaigns. If your business has a decent amount of first-party data, a focus on digital marketing, and a budget to support platform costs, tools like Adobe Real-Time CDP Collaboration could be worth exploring. They’re especially relevant for SMEs in competitive industries like retail, e-commerce, or services, particularly in Australia and New Zealand, where partnerships with major publishers are available.
However, if your data infrastructure is limited, your budget is tight, or your audience is hyper-local, you might be better off with simpler, lower-cost advertising options. Before deciding, ask yourself:
- How much first-party data do I have, and is it well-organized?
- Can I afford the platform and the time to learn it?
- Are my customers active on the partnered publisher platforms?
- What are my campaign goals, and can this tool meet them?
More here.
Keep up to date with our stories on LinkedIn, Twitter, Facebook and Instagram.
