"The category's splintering, the label is losing meaning and vendors are scrambling for new names."
"The expectation was that CDPs would do it all: tag management, ID resolution, personalization, journey orchestration, and even clean the kitchen sink."
Customer Data Platforms (CDPs) are undergoing a significant identity crisis ten years post-emergence, as they transition from a must-have to uncertain status. Despite generating over $5 billion in revenue in 2023, expectations have outstripped capabilities, leading to feature bloat and a fragmented market. Vendors are now competing to add redundant features rather than focusing on core functions, resulting in confusion about what qualifies as a true CDP. This situation highlights a broader trend of overstretching market definitions, raising questions about future developments.
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