What Is a CDP and How Does It Differ From Other Customer Data Tools?
Customer data platforms (CDPs) are picking up steam: Gartner named them one of six marketing technologies to watch in 2018 and the category is expected to reach $1 billion in revenue by 2019.
Publishers have actually been early adopters when it comes to CDPs, particularly because CDPs enable them to make greater use of first-party data (which publishers have a lot of) to drive content recommendations and individual-level ad targeting. Now more marketers are taking an interest in CDPs, which is expected to grow as the industry moves further toward permission-based marketing and is focused on providing more unified cross-platform experiences.
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