The meaning of “Composable CDP” depends mostly on what the person using it is trying to sell you, but Composable Commerce has a clearer definition, backed by standards of the vendor-neutral MACH Alliance.  Bloomreach, the only CDP that’s also a MACH member, just partnered with commerce platform Spryker to make Spryker functions more accessible to Bloomreach personalization and search.  Consider it a reminder that connecting one composable system to another is not entirely effortless.

Consolidation does happen.  App analytics vendor AppsFlyer just bought oolo, a user acquisition platform that analyzes live app data to forecast campaign performance and identify opportunities.  The deal comes just one month after AppsFlyer bought app analytics provider devtodev.    Both products will help to populate AppsFlyer’s new Privacy Cloud Marketplace.

Amperity has launched Lakehouse CDP,  which delivers CDP functions within “lakehouse” data stores including Snowflake and Databricks.  Amperity tools for data modeling, data quality, identity resolution, generative AI, segmentation, and performance measurement will send all results to a company’s own lakehouse rather than a separate Amperity-managed database. Modules can be used independently but the real benefit here is that Amperity is one of the few “composable” CDP vendors who offer a complete set of pre-integrated CDP functions.