Customer Data Platform (CDP) Products PEAK Matrix® Assessment 2025

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.