CDPs Are In The Gartner Hype Cycle's "Trough Of Disillusionment" | AdExchanger

Though CDPs have achieved high market penetration - 67% of respondents to Gartner's 2023 marketing technology survey said they onboarded a CDP - only 17% of marketers reported high utilization, according to Foo Kune.

Marketers are seeing their CDPs as more the plumbing of the tech stacks, not a place where their work gets done, said Lizzy Foo Kune.

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