ResearchAustralia
CDPs Face Challenges Amidst Market Consolidation and Competition
Customer Data Platforms (CDPs) are in Gartner's Trough Of Disillusionment. “Marketers are seeing their CDPs as more the plumbing of the tech stacks, not a place where their work gets done.” Gartner predicts offerings will consolidate to a stable number of mega-vendors. CDPs are also beng challenged by cloud data infrastructure providers like Snowflake, Google and AWS.