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One-Third of Publishers Use CDP as DMP: Piano Survey

Are CDPs replacing DMPs?  Perhaps, but slowly: 36% of respondents to this Piano survey reported they use their CDP as a DMP, a figure that’s still far behind standalone DMPs (53%), audience management systems (50%) and DMP integrated with a supply side or demand side platform (43%).  Lots of juicy details here on data collection goals, growth in spending on data unification and on the revenue it creates, and data quality as the biggest collection challenge.

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Best of Breed Systems Pose Integration Challenges: Zeta Global Report

July 12, 2023

This study on data management is by Forrester for Zeta Global.  It also highlights data quality challenges: only half the respondents are confident in their data quality, security, reliability, and activation.  The thrust of the report is that companies have lots of systems impacting customer experience (84% have more than eleven), so poor integration among “best of breed” systems causes all kinds of problems.

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CDP mParticle Sold to Rokt for $300 Million

January 17, 2025

CDP mParticle is being acquired by ecommerce platform Rokt for a price of $300 million.  It’s the third acquisition of a leading independent CDP in a little over one month, following Uniphore’s purchase of ActionIQ and Contentstack’s purchase of Lytics. All three buyers offer some type of customer-facing technology; apparently they’ve decided that adding real-time profiles from CDP will give them a competitive edge.  (See this blog post for more analysis.)

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