Alium CDP Report Q2 2025

The Real CDP Landscape

This report reveals the truth about what brands want in a CDP and how they think about CDPs based on their unique needs. In talking to hundreds of brands, we have discovered two important elements that drive the CDP market:

• CDPs need to cater to a wide variety of use cases

• Marketers look for solutions across a huge range of vendors

Because of these two facts, CDPs do not fit neatly into a vendor bucket. Vendors that call themselves CDPs make up only a small portion of the list of vendors that brands actually identify as their CDP.

In our interviews brands called out 57 unique vendors as their “CDP”

We’ve found that the reasons for using CDPs vary widely. And the different use cases dramatically alter the vendors that marketers choose to work with. This report explores the use cases and the vendors that brands actually use as their CDP and uncovers the reasons why the CDP market is misunderstood and significantly more broad than… this is only the report intro, access the full report by entering your email below.