Adobe has unveiled new features for its Real-Time CDP Collaboration platform, aimed at improving how brands and publishers utilize first-party data in response to increasing privacy regulations and the decline of third-party cookies. Announced on October 13, 2025, the update includes outcomes-based measurement and an integration with Amazon. Furthermore, Adobe plans to introduce a new frictionless collaboration offering that will allow clients to invite any partner, such as agencies or other brands, into a secure network without requiring them to have a separate Adobe license. This change is intended to help marketers expand their collaborative ecosystems more rapidly.