Rudderstack is one of the CDPs that limits itself to data assembly. They just launched Warehouse Actions, which converts CDP data into event streams as well as scheduled batch extracts. Other new features make it easier to load cloud data into the system.
The CDP industry added 25% more employees and 35% more companies in 2020 and will reach over $1.5 billion in revenue in 2021, according to the CDP Institute’s just-released Industry Update report. Most growth comes from companies combining CDP capabilities with campaign and delivery features, although a core of data-only CDPs has also been successful. Lots of colorful graphs.
Every survey ever taken has found that personalized advertising is consumers’ least favorite reason for giving companies their data. So we’re genuinely perplexed that Facebook is offering a “better ads experience” as a reason for Apple users to consent to data sharing. Before you spin an elaborate theory of what they’re really up to, remember Hanlon’s Razor: “never attribute to malice what can be explained by stupidity.”
Adobe is running its Summit conference this week, which means lots of product announcements. Real-Time CDP has its share, including customer segments created by generative AI and various types of integrations with Merkle, Epsilon, LiveRamp, Adobe Commerce, Marketo Engage, Amazon Ads, and TikTok. They also announced general availability of Privacy and Security Shield, a package of privacy features including HIPAA support.