Death of the DMP, Rise of the CDP

Joshua Poore our consultant managing the role
Posting date: 4/11/2019 12:49 PM
The days of generically using Data in Marketing are on the decline as information gathering becomes more laser focused. Once the domain of third-party sites looking to build partnerships and boost campaign efforts, Data Management Platforms (DMPs) are making way for Customer Data Platforms (CDPs).

Under the weight of data breaches, GDPR, and other security issues, technologies that center around consent are helping build consumers into campaign strategies. This is a reversal from older strategies to build data from historic data profiles at channel level. 

Data is Data, So What’s the Difference?


In a nutshell, DMPs act as “equalizers” – all companies have access to predefined parameters of data. CDPs are “differentiators” – each customer is unique with information driven from first-party historical and contextual data, determined along the customer’s purchase journey.

Tailored customer data has now gone beyond the scope of Data Management Platforms and offers marketing insights nearly unheard of just a few years ago. Now, we can understand our customers not only from their historical, factual, and contextual data within parameters we’ve created, but we can gain an outside perspective as well. 

Five Reasons CDPs are on the Rise


  • Single, Unified Storage
  • They store ALL data (1st, 2nd, and 3rd) such as names, addresses, emails, etc. as well as cookie IDs and tags. This storage capacity makes it easy to aggregate everything into one place and integrate with advertising systems.
  • They capture data at a granular level. This includes considering long-term storage and multiple storage formats without predefined parameters focused only on advertising – what we want to sell you, not what do you want to buy?
  • They aren’t restricted to stages of the customer journey, but can pick up data anywhere along the customer lifecycle. This information can be used for look-alike modeling or can be retargeted for more effective advertising and marketing efforts.
  • They create a holistic overview of customer behaviors opening up new opportunities for personalization.

Customer First Brand Targeting


Today’s advertising and marketing strategies are being re-evaluated to prioritize the customer experience. Once customer data had to fit into predefined boxes of information, now our data collection efforts are as unique as every person who visits your website, clicks a call-to-action, or visits a brick-and-mortar store.

In a Nutshell…


This is a crucial time in the industry and any door which will help us resolve issues and keep the customer front and center will strengthen our efforts. However, as we go deeper into what the customer likes and why we must keep our customer’s privacy safe whilst retaining an advantage over our competitors. 

DMPs, once the singular domain of marketers, was used to package and repackage data to better understand customers and improve ad targeting. CDPs, on the other hand, focus on every aspect, every angle of marketing to make advertising more customer-centric and laser-focused. Ultimately, as CDPs are all inclusive, they have absorbed Data Management Platforms into their systems, helping move the industry another step forward.

If you’re interested in Data & Analytics, consumer behavior, and are actively seeking an opportunity to dig in your heels and get set up for a strong career path, we may have a role for you. Check out our current vacancies or contact one of our expert consultants to learn more. 

For our West Coast Team, call (415) 614 - 4999 or send an email to sanfraninfo@harnham.com.  

For our Mid-West and East Coast Teams, call (212) 796 - 6070 or send an email to newyorkinfo@harnham.com

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