How Customer Data Platforms Changed Marketing in 2025
What customer data platforms did differently in 2025: feeding AI agents, powering retail media targeting and replacing patchwork spreadsheets.
Topic
Customer Data Platforms
The Rise of Customer Data Platforms
How customer data platforms grew from a niche marketing tech category into standard infrastructure, from the term's 2013 origin to today's market.
Case Study: Winning With Customer Data Platforms
An illustrative 2021 scenario showing how a mid-sized retailer used a customer data platform to recover ad performance lost to iOS 14.5 and cookie restrictions.
Customer Data Platforms Trends Shaping 2021
Five real developments that defined the customer data platform market in 2021, from the Segment-Twilio deal to the early rise of warehouse-native CDPs.
Why Customer Data Platforms Matter for Your Bottom Line
A CDP earns its budget by fixing fragmented customer data, the hidden cause behind misfired personalization, wasted ad spend and slow-to-spot churn.
Customer Data Platforms: What Every Business Needs to Know
A 2019 decision framework for evaluating customer data platforms: what they do, how they differ from a DMP and when the investment makes sense.
The State of Customer Data Platforms in 2018
A snapshot of the customer data platform category in 2018: how it differed from a DMP, which vendors defined it and why GDPR made first-party data valuable.
The 2018 Business Case for Customer Data Platforms
The business case for a customer data platform in 2018: what fragmented data costs a business and what changes once it's unified into one profile per customer.