The advertising ecosystem has been upended and continues to shift, thanks in part to Google’s plans to deprecate third-party cookies, along with Apple’s restriction of access to their mobile ID. Both moves impact the adtech sector and the ability to connect the digital and offline worlds. Marketers thus have their work cut out for them and many feel overwhelmed.
Emerging from this marketing uncertainty is the customer data platform or CDP. The CDP promises a single customer view across channels, both online and offline to ease marketing decisions. Do businesses really need a CDP? Well, yes. In addition to the marketing upheaval, the passing of laws such as GDPR and CCPA means the consequences for getting identity wrong are much higher.
