Businesses navigating an increasingly complex data ecosystem are rapidly transforming the Customer Data Platform (CDP) landscape. With the acceleration of first-party data strategies, prompted by evolving privacy regulations and the reduced reliance on third-party cookies, organizations are prioritizing data integration, security, and compliance more than ever. The demand for real-time, data-driven personalization and engagement has further propelled the evolution of CDPs, making them a key enabler of modern marketing and customer experience strategies. As CDPs mature, they are evolving beyond foundational data unification to support broader capabilities such as orchestration, decision-making, activation, and consent management. Growing interest in composable architectures, increasing integration with MarTech and AdTech ecosystems, and deeper AI capabilities further shape the CDP market. Additionally, industry-specific CDP models are gaining traction as enterprises seek solutions tailored to the unique data needs of sectors such as retail, healthcare, and financial services. This compendium provides comprehensive and fact-based snapshots of 25 CDP providers. Each profile offers a detailed overview of the provider’s vision and strategy, adoption across enterprise segments and geographies, investments, partnerships, case studies, and strengths and limitations.

The fragmented state of the Content Supply Chain (CSC) significantly hinders efficient content creation and collaboration across diverse MarTech platforms. This fragmentation leads to redundancies, inconsistent messaging, and increased time spent coordinating between disconnected tools and teams. While generative AI enables scalable solutions that can automate and accelerate content production, successfully integrating these innovations into existing, often isolated systems continues to pose considerable challenges. Enterprises are actively realizing the strategic value of unified CSC solutions to achieve seamless content workflows and improve alignment with marketing objectives. As demand for unified systems grows, providers are uniquely positioned to bridge these technology gaps by offering integrated solutions that consolidate tools and streamline content-related processes. Ultimately, providers not only enhance operational efficiency but also improve transparency and visibility into content performance and RoI metrics. This compendium provides accurate, comprehensive, and fact-based snapshots of 25 CSC providers. Each profile offers a detailed overview of the provider’s service focus areas, including adoption by geography, industry, and buyer size, recent developments and investments, key Intellectual Property (IP) / solutions, and case studies.

As marketing becomes more digital, dynamic, and data-intensive, enterprises face growing pressure to deliver personalized, real-time experiences that drive measurable results. Traditional systems of record and engagement merely store data or manage interactions, but they do not convert insights into action. Despite access to rich customer insights, marketing teams remain burdened by disconnected tools, manual processes, and delayed execution. Systems of Execution address this gap by processing behavioral signals, applying AI-driven decision-making, and autonomously orchestrating actions across the marketing value chain. This report explores how Systems of Execution transform fragmented MarTech environments into unified, AI-powered ecosystems that act, automating personalization, journey orchestration, and campaign optimization across touchpoints. Designed for CMOs and CIOs, the report highlights how Systems of Execution enables adaptive engagement, accelerates decision-making, and improves key outcomes, from customer lifetime value to marketing RoI. Scope All industries and geographies Contents In this report, we examine: What Systems of Execution means for marketing Pre- Systems of Execution and post- Systems of Execution tech stack Functional transformation through Systems of Execution in marketing The Systems of Execution implementation roadmap in marketing Strategic Systems of Execution considerations for CMOs and CIOs

Agentic AI is redefining the future of marketing and Customer Experience (CX). Unlike traditional AI, which requires human initiation, agentic AI systems are autonomous, goal-driven agents capable of managing CX and marketing workflows end-to-end – acting, adapting, and optimizing in real time. Agentic AI shifts the model from funnel-based sequences to goal-driven journeys, where agents act on intent, not just clicks. AI agents can dynamically personalize interfaces, make autonomous decisions, and coordinate actions across commerce, loyalty, campaigns, and content platforms. For enterprises, agentic AI means a fundamental shift – from siloed automation to full autonomy, requiring rethinking talent, governance, and value delivery in the age of self-optimizing experiences. Enterprises that invest early in agentic design, orchestration, and governance will lead the next wave of CX innovation. The report outlines how this paradigm shift moves brands from campaign-based, channel-centric interactions to intelligent, intent-based, and outcome-oriented customer journeys. It provides a maturity framework for the adoption of agentic AI in marketing and interactive experiences. It also examines how leading MarTech providers, such as Salesforce, Adobe, and Oracle, are evolving offerings to support agentic AI, while start-ups and providers are accelerating innovation in building, deploying, and orchestrating AI agents. Scope All industries and geographies Services: marketing and interactive experiences Contents In this report, we examine: The evolution of AI The agentic AI framework and its applications in transforming the marketing and CX landscape Agentic AI’s impact on talent strategies, pricing strategies, and potential adoption challenges Big MarTech providers’ agentic AI offerings A few emerging start-ups in the agentic AI space Memberships Marketing and Interactive Experience Sourcing and Vendor Management

As businesses navigate a rapidly evolving marketing landscape, providers are becoming key partners in delivering seamless data-driven customer experiences. The rise of omnichannel marketing and increased demand for hyper-personalization are driving enterprises to adopt marketing providers as strategic extensions of their marketing teams. These providers have evolved from traditional providers to integrated partners, leveraging emerging technologies such as agentic AI, advanced analytics, and intelligent automation to enable real-time customer engagement, agile campaign execution, and measurable business impact. Key trends such as integrated, full-service models are reshaping the outsourcing market. These models are gaining momentum as enterprises seek to unify creative, data, and technology capabilities under a single partner for streamlined execution. In this report, we assess 30 marketing providers featured on the Marketing Services PEAK Matrix® Assessment 2025. Each profile provides a comprehensive overview of providers’ key strengths and limitations. The report will assist stakeholders (service providers, enterprises, and technology providers) to better understand the current state of the marketing provider landscape. Scope All industries and geographies This assessment is based on Everest Group’s annual RFI process for the calendar year 2025, interactions with leading providers, client reference checks, and an ongoing analysis of the marketing services market Contents In this report, we examine: 30 marketing providers’ capabilities and offerings Providers on Everest Group’s PEAK Matrix® framework as Leaders, Major Contenders, and Aspirants Providers’ key strengths and limitations

As businesses adapt to an increasingly complex data ecosystem, Customer Data Platforms (CDPs) continue to expand beyond simple data aggregation. Stricter data privacy regulations, third-party cookies’ decline, and the growing demand for personalized customer experiences are driving enterprises to adopt CDPs as a core component of their MarTech stack. These platforms have evolved from basic data management tools to intelligent, AI-driven ecosystems that facilitate customer engagement, campaign orchestration, and real-time decision-making. Several trends are reshaping the CDP market. Composable architectures are gaining traction, enabling organizations to build flexible, modular data environments. AI-powered analytics and automation are enhancing customer insights and driving hyper-personalized engagement. Additionally, improved security and compliance capabilities are helping organizations align with evolving data privacy laws. Industry-specific CDPs are also emerging tailored to retail, healthcare, and financial services sectors, addressing unique data challenges and regulatory requirements. In this report, we assess 25 CDP technology providers featured on the CDP Products PEAK Matrix® Assessment 2025. It assesses vendors based on their technology capabilities, market adoption, and value proposition. Each profile provides a comprehensive overview of providers’ key strengths and limitations and includes enterprise sourcing considerations. The report enables buyers to select the right-fit technology provider for their needs and empowers technology providers to benchmark themselves against their competition. Scope All industries and geographies This assessment is based on Everest Group’s annual RFI process for the calendar year 2025 interactions with leading technology providers, client reference checks, and an ongoing analysis of the CDP market Contents In this report, we: Examine 25 CDP providers’ capabilities and offerings Position providers on Everest Group’s PEAK Matrix® framework as Leaders, Major Contenders, and Aspirants Compare providers’ key strengths and limitations

Agentic AI is redefining Customer Experience (CX) orchestration by making it adaptive, proactive, and autonomously scalable. It connects systems and humans, enabling organizations to deliver highly personalized, emotionally intelligent, and contextually aware interactions at scale. At Adobe Summit 2025, Adobe made several announcements, highlighting its commitment to integrating AI into CX management and marketing. Adobe’s latest product innovations integrate agentic AI agents from Adobe and third-party ecosystems, commercially secure foundational AI models, and extensive first-party data insights across Adobe applications. Some key summit themes included CX orchestration, generative AI in content creation, enhanced B2B marketing, and agentic AI integration. In this report, we examine Adobe’s market positioning, new announcements, and challenges it faces for its narrative on AI-powered CX orchestration. The report explores how Adobe continues to enhance its narrative and market offerings for AI through its offerings. It analyzes AI-powered CX orchestration adoption drivers and inhibitors. Additionally, the report offers valuable insights for IT decision-makers to assess Adobe’s AI strategy, strengths, and growth opportunities, focusing on its Experience Cloud. Scope All industries and geographies This assessment is based on Everest Group’s review of Adobe Summit 2025 Contents In this report, we: Offer an overview of the AI-powered CX orchestration, highlighting its key drivers and inhibitors Examine Adobe’s positioning in the CX orchestration market Review product announcements made at the Adobe Summit 2025

In this report, we examine CMOs’ strategic choices and inherent insights gained from them based on a survey of 584 marketing leaders across industries. As CMOs navigate growing complexity in the business landscape, this report offers a data-driven perspective on business challenges, generative AI adoption, data strategy, and channel selection. With a focus on in-house versus outsourced capabilities and evolving enterprise preferences, the report highlights key shifts in marketing operations and serves as a vital benchmark for decision-makers. Scope All industries and geographies Contents This report features 18 loyalty solution and service providers’ profiles and includes: CMO thought-starter: primary business problems that the marketing function solves Generative AI: perceived advantages, adoption extent in marketing services, and outsourcing sentiment Data: data-related challenges and strategies to address them Channel selection: proliferating channels across geographies and challenges to channel selection Delivery mix: in-house and outsourced activities across buyer size and capabilities retained in-house Outsourcing priorities: provider mix, consolidation efforts, and key preferences in provider evaluation Membership(s) Marketing and Interactive Experience Sourcing and Vendor Management

Technological advancements, evolving consumer behaviors, and regulatory changes are set to significantly influence the next phase of marketing. Watch our in-depth webinar on the evolving marketing landscape with Everest Group experts Nisha Krishan, Vice President, Ravi Varun, Senior Analyst, and Vaani Sharma, Senior Analyst. Our panel explored the crucial market shifts that will impact decision-makers, as well as the key strategies to resonate deeply with consumers of the future. Attendees took away insights into driving business growth and staying competitive in this new era of marketing, built on cutting-edge research and expert guidance. What questions did the webinar answer for the participants? How can leadership (CMOs, CTOs, and CIOs) adapt to the shift from Total Addressable Market to Total Addressable Need to deliver more customer-centric strategies? What are the most impactful trends (such as AI, MarTech expansion, and sustainable marketing) shaping the future of marketing, and how can CMOs capitalize on them? What actionable steps can CMOs and CXOs take to optimize their marketing mix, measure success, and stay ahead in a rapidly evolving landscape?

Retail media leverages retailers’ digital platforms, such as websites and mobile apps, to deliver targeted advertising using first-party data. This approach, driven by the growth of e-commerce and data-driven marketing, merges commerce and advertising, creating value for advertisers, retailers, and consumers. Furthermore, AI is revolutionizing retail media by enabling highly personalized, efficient, and data-driven advertising campaigns. It empowers retailers and brands to optimize their campaigns, streamline operations, and enhance consumer shopping experiences, driving higher engagement and better outcomes. This report explores retail media’s evolution, global spending trends, and key trends shaping the ecosystem. It provides insights into the implications for advertisers, technology, and service providers, offering valuable guidance for stakeholders navigating this rapidly evolving space. Scope Industry: retail media Geography: global Services: retail and consumer packaged goods and interactive experience Contents In this report, we examine: The definition and evolution of retail media The global spend on retail media The trends governing the retail media ecosystem Implications for advertisers and technology and service providers Memberships Retail and CPG Marketing and Interactive Experience Sourcing and Vendor Management