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Cookies crumble: How CDPs are eating into DMP’s business


Venu Gooty, Global Head of Data Sciences and Analytics at HGS Digital, outlines six trends that will arise out of Customer Data Platforms (CDPs) as third-party cookies depreciate and personalization efforts escalate.

Photo of Venu Gooty

Article originally published on Analytics Magazine – INFORMS
Written by Venu Gooty

The news that the most popular browsers – Chrome, Firefox, Safari, etc. – are depreciating cookies in their browsers within the next two years continues to rock marketers the Internet over. The rise of personalization is built upon the ability of a business to use anonymous third-party data – data from other websites – to target the same customers on any website.

The companies capturing anonymous customer data and selling it as third-party data are known as data management platforms (DMPs). With this dramatic change, tracking first-party data via your own company-owned websites, apps, transactions, etc., becomes a lot more important. Which makes your own customer data platform (CDP) even more critical because it can provide deeper insights about your customer and their activities, thereby providing the ability to personalize the experience in new ways.

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