New CDP Institute whitepaper highlights the importance of identity

A customer data platform (CDP) can help brands organize their first-party data—but is that enough?

For personalized and persistent marketing across channels, brands need to look for CDPs with identity at the core. In a new whitepaper, “Identity resolution lays the groundwork for stronger media activation through customer data platforms,” the CDP Institute explains why identity resolution is critical for CDPs to deliver accurate and actionable cross-channel activation.

“CDPs underpinned by a strong and persistent identity layer develop deeper customer profiles on an individual level, leaving behind vague segmentation and inaccurate profile information,” writes author David Raab, founder of the CDP Institute.

Download this whitepaper to learn why identity should be an essential capability when deploying a CDP solution.