Observed Signal · Dec 7, 2022 · Policy Update · Source: CMSWire · Impact: 3/5 · Sentiment: Positive
Can CDPs Save Us From a Cookieless Future?
The article discusses how customer data platforms (CDPs) can help marketers navigate the deprecation of third-party cookies, which Chrome plans to end by 2024. CDPs consolidate first-party data from various sources to create unified customer profiles, enabling better targeting, personalization, and consent management. The piece explains the difference between CDPs and CRMs, outlines implementation steps, and notes that CDPs can aid compliance with privacy regulations like GDPR and CCPA. It cites industry players such as Adobe, Amperity, and Twilio, and estimates CDP costs from $100,000 to $300,000 per year. While CDPs don't directly replace third-party cookies, they offer a way to build durable customer relationships through first-party data.
Explains CDP benefits in light of third-party cookie deprecation, relevant for marketers preparing for industry shift.
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Key Takeaways & Evidence Grounding
- Chrome plans to eliminate support for third-party cookies by the end of 2024.
- CDPs unify customer data from analytics, CRM, transactional, and licensed sources into a single view.
- Amazon was fined $877 million in 2021 for GDPR violations related to data handling.
- Gartner estimates CDP costs range from $100,000 to $300,000 per year.
- Adobe, Amperity, and Twilio are among CDP providers mentioned.
Connected Companies & Entities
6 Entities mapped“Companies like Adobe plan to offer data enrichment services that will enable users of their Real-Time CDP to augment the data companies coll...”
“Amperity’s Chris Jones added that, 'The unified customer view makes it easy for a brand to follow the specific regulations in each location ...”
“Kathryn Murphy, vice president of product, data and growth for Twilio, which offers a CDP, put it bluntly: 'CDPs are built around the realit...”
“Chrome, the web’s biggest browser with a 65% market share, plans to eliminate support for third-party cookies by the end of 2024. Advertisin...”
“Amazon ran afoul of GDPR and was fined $877 million in 2021....”
“Gartner estimates that a CDP could cost from $100,000 to $300,000 per year....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
US Government Excludes Microsoft from Visa Program
The US government has barred Microsoft from participating in the permanent residency process for foreign workers with H-1B visas, accusing the company of abusing the program. Vice President JD Vance stated that Microsoft laid off 6,000 American employees last year while benefiting from 6,300 H-1B visa holders. The Department of Labor, led by Keith Sonderling, will not accept new permanent residency applications from Microsoft, as well as several consulting firms and Adobe. This action comes weeks before the midterm elections and reflects the Trump administration's broader criticism of the H-1B program, which it claims disadvantages American workers. Microsoft has not yet responded. The move could impact the tech industry's ability to retain skilled foreign talent.
Adweek's Agents of Change: Leaders Reshaping Industry
This Adweek feature profiles the 2026 Agents of Change, a group of leaders in marketing, media, advertising, and tech recognized for combining commercial success with a commitment to a more responsible and forward-thinking industry. The honorees include executives from agencies, media companies, and brands, such as Rachel Apirian of The Female Quotient, Jared Belsky of Acadia Agency, Paris Hilton of 11:11 Media, and Ben Skinazi of Equativ. They are praised for initiatives in diversity, equity, inclusion, accessibility, ethical AI, sustainability, and transparency. The article highlights specific achievements, such as Acadia returning rebates to clients, Equativ scaling GreenPMPs, and various mentorship programs. The feature is presented in partnership with Empower, a platform by Propeller Group and WACL.
Hightouch Names Matthew Lubeck General Manager EMEA
Hightouch, a leader in data and AI for marketing, has appointed Matthew Lubeck as General Manager for EMEA. Based in London, Lubeck will lead all go-to-market functions across the region as Hightouch drives adoption of agentic marketing. The company reports over 100% growth in each of the past two years and recently closed a $150 million Series D. Hightouch already has offices in London and Paris, native-speaking teams across multiple European markets, and a new team in Dubai. Lubeck brings 20 years of experience, having previously launched and led Amperity's EMEA business and held leadership roles at L'Oréal and Estée Lauder. Hightouch's platform supports EU data residency and runs inside customers' data warehouses, with clients including Accor, HelloFresh, Currys, and Telenor.
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