DMPs Down and CDPs Up: Cardinal Path Report

CDPs aren’t the stars of Cardinal Path’s latest State of Digital Marketing Analytics report, although they do play a supporting role as suspects in the decline of Data Management Platforms, whose adoption fell across the board. The authors relate the DMPs’ fall to growing interest in CDPs, citing this Google Trends chart. I’m skeptical but maybe some people who bought DMPs for the wrong applications are now finding CDPs are a better fit.