Excerpt:
With the deprecation of the third-party cookie, the increased scrutiny on tech giants like Facebook around questions of customer privacy, and new limitations on brands’ abilities to track customers’ browsing behavior across the internet, the pressure is building for brands and publishers to create first-party relationships with their customers.
Customer data platforms (CDPs) have risen in importance as a result, as they offer a promise to create a unified view of the customer across all touchpoints to help a brand gain a real understanding of who the customer is, what their preferences are and what their intent may be. Having the ability to share this view across the organization’s marketing ecosystem makes it possible to provide consistent experiences across the customer’s journey with the brand.
To read the full article on CMSWire:
Should You Build or Buy Your CDP?
