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Originally presented: 18 September 2019

If data is the new oil, Customer Data Platforms (CDPs) want to be your refineries. Vendors promise to bring together all customer data and stitch the data together into unified profiles. So news marketers can easily work with them: for example, segment users on the fly, dynamically personalise user experience on the site and your marketing campaigns. At the same time analysts of Forrester Research claim that, for B2C marketers, Customer Data Platforms over-promise and under-deliver. In this meet-up, we discuss the benefits and risks of the investment in CDPs with publishers who have used them.

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