As the third-party cookie approaches its sunset, marketers are scrambling for alternatives. Could the customer data platform (CDP) be that solution, helping brands to thrive in a cookieless world?
Let’s explore the question.
Learning from the DMP experience
There’s a precedent for the CDP: the data management platform (DMP).
DMPs have been useful in media activation, aggregating first-party cookie data to perform complex matching functions and integrating second- and third-party data to enrich the data pool. Advertisers were able to use this enriched data to build look-alike models that powered demand-side platforms.
