Introduction: CDP 2.0—Why Zero-Waste Is Now

As we head into 2025, the customer data platform (CDP) space is more dynamic—and more confusing—than ever. With more CDPs and more varieties of CDPs on the market, the importance of the space is undeniable. Equally undeniable, however, is the challenge of distinguishing real innovation from commoditized features and clever product marketing. In this crowded, complex landscape, clarity has never been more essential. 

Operationally, a strong first-party data foundation is critical. Meanwhile, strategically, CDPs need to be uniquely positioned to leverage ML and AI capabilities in order to enable marketers to tackle the biggest challenges in customer experience and data-driven decision-making. Positioned at the intersection of marketing, UX, and data ecosystems, CDPs have the potential to transform how brands connect with and understand their customers. But how can buyers know what they’re actually getting—and how can users know if they’re harnessing the full potential of their investment?

This series is designed to cut through the noise, offering a clear, comprehensive look at the major market developments that have shaped the industry as we know it and the current state of play. As a continuation of this series, we will share groundbreaking research and practical guidance to help you choose the right CDP for your organization’s unique goals and context.

Part 1: CDP 1.0: Moving bits
Discover how CDPs emerged to create operational efficiencies by simplifying data unification, and where the first generation succeeded and fell short.

Part 2: The Rise of the Cloud Data Warehouse
Explore how the rise of cloud data warehouses and the resulting push towards “composable” and warehouse-native solutions changed the CDP landscape and reshaped data strategies.

Part 3: Zero Copy as a Data Strategy: The Role of Data Quality and Governance
Find out the real truth behind “zero-copy” strategies and how different CDP architectures impact data quality, governance, and performance.

Part 4: Composable Gets Conflated
Demystify the buzz around “composability” and learn how to separate genuine CDP flexibility from marketing hype to make more informed decisions.

Part 5: The Hidden Cost of Warehouse-Native
Uncover the often-concealed costs of warehouse-native CDPs and see why optimized compute is essential for advanced marketing capabilities.

Part 6: CDPs Everywhere
As CRMs, analytics, and engagement tools integrate CDP functionality, discover how pure-play CDPs  solve the “big problems” that this new generation of built-in solutions simply can’t.

Part 7: CDP 2.0 and Zero-Waste
Learn how a first-of-its-kind zero-waste CDP addresses the future’s biggest challenges by maximizing time-to-sustained-value, integrating AI and analytics for smarter insights, and optimizing performance.

Part 8: Buying a CDP Today
Navigate the crowded CDP landscape with a breakdown of the different types—built-in, DIY, warehouse-native, and established CDPs—and get guidance on finding the best fit for your unique needs.