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More on Classifying CDP Systems

Having a hard time telling apart Amperity, TouchCR, and dozens of other CDP vendors? So is everyone else. The CDP Institute is working on it – here’s the latest step in our project to make sense of it all.

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Iterable Adds Connectors for Direct Mail, Social Audiences, and Web/Mobile Push

September 15, 2017

Today’s lesson: Personalization is cool but omni-channel personalization is even cooler. Exhibit A is Iterable, which has expanded the reach of its “growth marketing platform” with connectors for direct mail, web push, rich content mobile push and Facebook and Instagram Custom Audiences. Iterable’s core functionality is to send segments and personalized messages to external systems for delivery. It works with any type of data but doesn’t manage a unified database on its own.

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CDP Industry is Growing Again: CDP Institute

July 10, 2025

With CDP vendors increasing their workforces by 3.4% in six months, compared with an average of 0.2% each six months over the prior two years, the sector seems to be growing again, according to our own semi-annual industry update. There is much talk of composable CDPs but they still employ no more than 5% of the sector workforce. What is a clear trend is the acquisition of independent CDPs by vendors interested in adding a CDP to a larger system (usually an activation system).

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