No, the CDP isn’t dead. The latest State of Martech report from Clevertouch Consulting and The University of Stirling finds 53% of respondents have deployed a CDP, up from 47% in last year’s survey, and 45% plan to implement a new CDP next year. Other hype-busters: just 8% are currently running hyper-personalized campaigns and, far from consolidating, 62% of respondents grew their martech stacks in the past year (vs 8% who reduced them).
A consortium of adtech companies including PubMatic and Scope3 have formed the Ad Context Protocol (AdCP), which aims to create standard protocols for agentic solutions to plan and execute media campaigns. The protocols would allow advertisers to begin a campaign with a natural language prompt, then receive inventory packages and audiences from publisher agents. A shared protocol would simplify cooperation across different systems, avoiding the proliferation of incompatible, proprietary approaches.
B2B marketing analytics platform Dreamdata has raised a $55 million Series B. it provides a complete view of go-to-market data and lets users sync back to ad platforms for better targeting. The plan for the new funding is to expand AI-driven activation capabilities.
The CDP Institute is still eagerly collecting responses to our annual Member Survey. If our requests haven’t reached you, or if you haven’t had a few spare minutes, please click here to share your experience. We’ll appreciate it, you’ll have done a Good Deed, and, if enough of you reply, Jamie may get his wings.