Core Functions of a CDP — and How to Choose the Right One

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More media companies are investing in customer data platforms (CDPs) as they look to gather and monetize audience data. With the demand comes a growing number of CDP vendors, which increased by 60% last year, according to the Customer Data Platform Institute.

While CDPs can help publishers identify key audience segments and drive sales, the key to success is choosing a vendor carefully, says David Raab, founder of the Customer Data Platform Institute.

“It really does pay to take your time and select [a CDP] right because there is so much choice,” said Raab at the FUSE

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