In early 2025, the landscape of independent Customer Data Platforms (CDPs) has shifted towards mergers and acquisitions, signaling a move from slow to purposeful growth. Despite the potential of technology enabling Customer 360 capabilities, many brands have not fully adopted CDPs. The evolution of identity resolution has become crucial, with brands moving towards dedicated identity providers to enhance their solutions. As the CDP market matures, there is a clear need for brands to catch up with the innovative technologies available.
The CDP market has transitioned from slow growth to a decisive push forward, as evidenced by several significant mergers in early 2025.
Despite the promise of Customer 360 technology and real-time capabilities, many brands have yet to leverage the full potential of CDPs.
Identity resolution has evolved from a mere market afterthought into a central feature, as brands turn to dedicated identity providers for better solutions.
There remains a disconnect between the technological promise of CDPs and their adoption by brands, showcasing an area for significant improvement.
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