Adobe has announced significant updates to its Real-Time CDP Collaboration platform, introducing outcomes-based measurement and a key integration with Amazon Marketing Cloud. This enhancement is designed to provide brands and publishers with greater value from their first-party data in a privacy-focused manner, addressing the challenges posed by the depreciation of third-party cookies. The collaboration with Amazon allows customers to securely combine Amazon's shopping, browsing, and streaming signals with their own customer profiles to discover high-potential audiences and optimize campaign strategies. Adobe is also introducing a new 'frictionless' offering that will allow customers to invite partners into a privacy-centric network without requiring a separate license, aiming to expand the collaborative ecosystem for marketers.