It's CDP Time for Marketing Cloud Vendors
Customer Experience Matrix
JUNE 17, 2019
But the fact that all three vendors are addressing the topic raises some interesting questions. But CDPs have been developed by relatively small specialist vendors, which many enterprise buyers are reluctant to consider. Adobe’s original approach was to map a single customer ID across all its systems and create transient customer profiles by pulling together data on demand. It's taken a while but all three vendors now acknowledge that a CDP must store its own data.