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

Mark your calendar for Mediaweek, October 29-30 in New York City. We’ll unpack the biggest shifts shaping the future of media—from tv to retail media to tech—and how marketers can prep to stay ahead. Register with early-bird rates before sale ends!

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



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in