2026客户数据平台（CDP）深度报告（英文版）

C U S T O M E RD ATAPL A T F O R M S Table of contents Third-party systems integration..................................................................15B2B capabilities...................................................................................................15Table 3: Connections between CDPs and martech/adtech....16The benefits of using a CDP................................................................................16Expanded enterprise collaboration............................................................16Improved data accessibility...........................................................................16Better identity resolution...............................................................................17Streamlined systems integration................................................................17Increased marketing efficiency....................................................................17Faster marketing velocity...............................................................................17 Customer data platform market overview...................................................4How data and privacy concerns are shaping CDP use cases................5Data privacy functions are increasingly beingoffered natively by CDP vendors..................................................................5Figure 1: Data privacy functions are increasingly being............5offered natively by CDP vendorsCDP growth is skyrocketing............................................................................6Figure 2: The global market for CDPs is expected to growat an astounding 31% CAGR in the next five years.......................6CDP architectures and operating models.....................................................7Traditional CDP types........................................................................................7Figure 3: CDP vendor positioning by functional focus and self-described primary model.........................................................................7Figure 4: Delivery CDPs are expected to experience thelion’s share of the growth in the next few years.............................8Composability and data gravity.....................................................................8The benefits of composable or “warehouse-native” CDPs................9 Scope and methodology This report examines the current market for customer data platforms (CDPs) and the considerations involved inimplementing the software. It answers the following questions: •What trends are driving the adoption of CDPs?•Who are the leading CDP vendors?•What features do CDP vendors provide, and how is the growth of AI and machine learning affecting functionality?•Does my company need a CDP?•How much does a CDP cost?•How does a CDP differ from other systems that store and manage customer data? If you are considering a CDP, this report will help you decide which is best for you. The report includes the latest industry statistics,market trends and an analysis of common and emerging functionality — including the influence of AI and machine learning on thecategory. It also includes recommended steps for making an informed purchase decision and in-depth profiles of CDP vendors. For the purposes of this report, we define a customer data platforms (CDP) as a technology that enables marketersto unify first-party customer data from multiple sources into persistent, individual profiles that can be used forsegmentation, activation and personalization across channels. While some vendors offer CDP functionality as astandalone product, others embed these capabilities within broader platforms such as digital experience suites or This report is not a recommendation of any particular CDP or company and is not meant to be an endorsement of anyparticular product, service or vendor. The vendors profiled are representative of the choices available; we have not The report was prepared by conducting interviews with and collecting survey responses from leading vendors and industry Interviews took place in the fourth quarter of 2025. These, in addition to third-party research, form the basis for this report. Writer, Editor and Analyst Research Pamela Parker,Research Director Allison Lofaro,Director of Event and Client Success Isla McKetta,Senior Editor, Karen DeWeese,VP of Event and Client SuccessThird Door Media Customer data platformmarket overview While CDPs havehistorically gottena bad rap forrequiring lengthyintegrations Against the backdrop of a cooling economy, accelerating AI adoption and a martech stack intransition, companies are making fewer discretionary bets and demanding tools that unify data,automate decisions and eliminate operational drag. These trends place fresh scrutiny on where While CDPs have historically gotten a bad rap for requiring lengthy integrations andbeing slow to deliver ROI, customer data has never been more important. It serves as thefoundation for generativ