Connecting the Digital Dots with First-Party Data

As third-party cookies fade, CDPs can be a linchpin for strengthening data management and sharpening personalization

By Marie Griffin

Customer data platforms (CDPs) are fast becoming an effective tool for B2B companies to locate, engage, and retain new customers. But adoption rates remain low, and fully leveraging CDPs remains hampered by the inability among B2B marketers to break down their company's business silos and connect the digital dots.