Oracle, Accenture and Capgemini Join Forces to Clear Up Confusion in the CDP Market

The trio teams up as the industry converges on Cannes Lions

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Customer data platforms (CDPs) have been one of marketing’s most-hyped technologies in recent years. The CDP Institute estimates revenue in the space will top $1 billion this year, a 65% increase from 2018, with close to 100 active vendors. As with most fast-emerging technologies, there is a degree of confusion in the space as vendors jockey to capitalize on marketers’ growing need to better optimize their marketing activity, while each of them claims to have the best solution for tailoring their interventions.

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