https://digiday.com/marketing/move-dmp-dsp-rtb-cdp-ad-techs-hot-new-acronym/
Although programmatic advertising continues to overtake traditional ad-buying, Demand Side Platforms and Data Management Platforms, two essential platforms for audience purchasing and targeting, have lost their shine among investors.
Instead, Customer Data Platforms have gained momentum as they enable brands to offer a singular view of the consumer across multiple devices, primarily based on said brand's first party data. Cross device targeting is essential, however, this remains difficult as few vendors can reliable trace cookies from multiple devices to the same individual.
Alternatively, CDPs, which enable far richer targeting with more unified targeting data, manifest the convergence of marketing and sales. Moreover, as the emphasis on the importance of first party data continues, having a platform that allows brands to include PII, which DMPs do not allow, will be a major point of distinction. Last, with the unpredictable effects of GDPR on DMPs and cookie collection, CDPs, by contrast, will not have to worry about new regulation and law.
In sum, as the consumer experience becomes increasingly fragmented across desktop, mobile and other devices, CDPs will serve the important purpose of helping brands fill the gaps while uniting sales and marketing tactics around CRM and first party data.
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