Marketers often feel left behind in the CDP race, but the real success lies in mastering the fundamentals that keep data reliable and campaigns durable. Matthew Niederberger on September 18, 2025 Walk down any beach in summer and you’ll see them. Children bent over in the sand, proudly shaping turrets and moats into perfect … Continue reading Why chasing shiny CDP features leaves marketers feeling like imposters
Another standalone CDP is off the market, as consolidation continues to hit the space. Mike Pastore on June 18, 2025 Consolidation struck the customer data platform (CDP) market again today, as Supermetrics announced the acquisition of real-time CDP vendor Relay42. Supermetrics calls itself a marketing intelligence platform and helps simplify data integration and management … Continue reading Supermetrics acquires real-time CDP Relay42
CDPs promised clarity and control. Now they deliver complexity and confusion. Here’s how the smartest brands are responding. Kristina Kalpokaite on June 13, 2025 Customer data platforms (CDPs) have an identity crisis. Ten years after they first emerged, CDPs finally got their nod from Gartner — a birthday gift wrapped in validation. But something’s … Continue reading Nobody knows what a CDP is anymore — and that’s the problem
Improvements include better data orchestration, a fully redesigned customer journey function, an AI agent creator and enhanced compliance tools. Constantine von Hoffman on May 14, 2025 Twilio today unveiled new features for its customer experience platform to deliver personalized experiences before, during and after engaging with a business Central to this is an enhanced … Continue reading Twilio unveils new features for customer data platform
Composability is a big part of the story as the CDP space evolves. MarTechBot on May 12, 2025 In MarTech’s “MarTechBot explains it all” feature, we pose a question about marketing to our very own MarTechBot, which is trained on the MarTech website archives and has access to the broader internet. Q: Why does … Continue reading Why does composability get so much attention in the CDP space?
Integrated customer data is a competitive edge. Find out how to craft use cases that turn disconnected insights into real results. Ana Mourão on March 14, 2025 As a marketer, you are uniquely positioned to create compelling use cases for dismantling customer data silos. Your deep understanding of customer behavior, cross-functional perspective and ability … Continue reading How to build use cases to break down customer data silos
With the consolidation of leading independent CDPs, the industry is at a turning point. Here’s what brands need to know. Craig Schinn on February 28, 2025 I didn’t make a year-end CDP prediction for 2025 last year, but if I had, consolidation among independent CDPs would have been my top call. With hindsight, I … Continue reading Why independent CDPs are disappearing (and what comes next)
Is this officially a wave of consolidation crashing over the CDP space? It certainly looks that way. Mike Pastore on January 16, 2025 For the third time in six weeks, M&A activity made a visit to the customer data platform (CDP) market on Thursday, when Rokt acquired mParticle. Rokt, which uses AI and machine … Continue reading CDP consolidation continues, as Rokt scoops up mParticle
A successful CDP deployment improves business outcomes. These five principles will help you get there. Mike Pastore on January 10, 2025 Setting proper expectations is an important part of any technology deployment. Customer data platforms (CDPs) are no exception. At the fall MarTech Conference, Kristina Kalpokaite, head of strategy for technology and data at … Continue reading 5 principles for a smoother, more successful CDP deployment
There are things that go wrong with any big project and there are things that go wrong with CDPs. Let’s plan to avoid those pitfalls. Greg Krehbiel on December 19, 2024 It’s common for companies to invest in a new technology and then, a year later, wonder why they’re not getting anything out of … Continue reading The hidden reasons your CDP project is failing
