We originally classified Signal as a Customer Data Platform, but the company repositioned as an identity resolution system so we took them at their word. New management has since pivoted back in the CDP direction although they don’t use the term. It’s now moot, since they were just purchased by data collection giant TransUnion, which describes them as a tool for real-time data collection and customer data management.
Whether Signal called itself a CDP matters less than the fact that TransUnion felt the need to acquire Signal’s CDP-like capabilities. But if you want evidence that the bloom is off the CDP rose, here’s Gartner’s latest digital marketing hype cycle, which shows CDP well into the trough of disillusionment. Don’t take that as bad news: the whole point of the hype cycle is that the trough is a necessary stop on the path to success.
Yesterday’s items on third party cookies prompted one reader to remind me that 70% of online advertising happens within the walled gardens of Facebook, Google, and Amazon, where cookies are irrelevant. But other publishers do rely on cookie-based targeting and advertisers are eager for alternatives to the triopoly. So it’s worth pondering this LiveRamp report that one-third of publishers have no cookie-free ID solution in place and 77% of publishers authenticate less than 50% of their visitor traffic. Most cookie replacements rely on user authentication such as logging into a Web site or providing an email address.
The CDP Institute educates marketers about the issues, methods, and technology used to manage customer data, with a special focus on Customer Data Platforms. Join the CDP Institute for free access to valuable information and insights.