The media landscape is currently going through an unparalleled period of change. We have the large consultancies battling to gain a slice of the media agencies pie; we’re seeing a number of acquisitions further consolidating the landscape, and now we’re entering the beginning of the battle for the telecoms to enter the media space at scale.
One of the biggest pieces of news in ad tech so far this year was the acquisition of AppNexus by AT&T. This acquisition, coupled with AT&T’s acquisition of Time Warner signalled a real statement of intent to fully enter into the media buying and selling space.
Currently, there is no industry-wide agreed definition of a Customer Data Platform (CDP), however, David Raab, Founder of the CDP Institute, defines a CDP as: “A marketer managed system that creates a persistent, unified, customer database that is accessible to other systems.”