• MarTech Today
  • Sections
    • Ads
    • Marketing
    • Content
    • Sales
    • Analytics
    • Management
    • Resources
    • More
    • Home
  • Follow Us
    • Follow
  • MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Mgmt
  • Resources
  • More
  • Events
    • Follow
  • SUBSCRIBE

MarTech Today

MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Management
  • Resources
  • More
  • Events
  • Newsletters
  • Home
Martech: Analytics & Data

Customer Data Platform industry sees continued expansion, record funding

As Adobe, Oracle and Salesforce enter the CDP space, analysts evaluate their impact on the industry.

Jennifer Cannon on August 13, 2019 at 1:34 pm
  • More

The CDP Institute has released it’s CDP Industry Report for July 2019 (registration required), and its findings indicate that while there are no signs that the industry will slow down, mergers, acquisitions and enterprise providers entering the space may drive a shift that impacts the industry as a whole.

According to the CDP Institute, the first half of 2019 brought plenty of growth to the Customer Data Platform (CDP) industry, adding 19 new vendors, bringing the total CDP vendor count to 96, employing over 9,000 workers and raking in $2.4 billion in funding.

Adobe, Oracle and Salesforce also all announced their own plans for CDPs earlier this year, all of which are expected to be released before the end of 2019.

Two notable CDP acquisitions also occurred during this period, with Informatica’s purchase of identity resolution provider Allsight and Dun & Bradstreet’s acquisition of Lattice Engines.

Why we should care

As the martech industry continues to grow, marketers can anticipate that CDPs will continue to expand their capabilities to serve their customers’ needs in order to maintain growth. We can also expect that more enterprise martech providers are going to jump in with their own CDP solutions in an attempt at keeping existing customers within their own product ecosystems.

With some of the largest enterprise players in martech entering the field, the CDP game may need to change in order for smaller organizations to remain competitive. Some CDPs may be positioning themselves for strategic acquisitions by larger vendors looking to add CDP capabilities to their existing suite of solutions.

More on the news

  • The industry added 19 new vendors, 2,300 employees and $680 million in cumulative funding, for six-month growth of 25%, 34% and 39% respectively.
  • Twelve-month growth in employment was 71%. Results confirm the previous estimate of $1 billion industry revenue in 2019.
  • Nearly all industry growth came from campaign CDPs, which accounted for 15 of the 19 new vendors and 2,222 of 2,338 net new employees.
  • Three large companies (Manthan, Flytxt, and Exponea) accounted for more than half of the increase. Twelve-month figures show employment growth of 30%, 68% and 99% among access, analytics and campaign vendors.

More about CDPs

  • Download our marketers' guide to customer data platforms, updated for 2020!
  • What's behind the hype about Customer Data Platforms?
  • 7 steps to CDP heaven: A maturity model for data management
  • Does your company really need a CDP?

Opinions expressed in this article are those of the guest author and not necessarily MarTech Today. Staff authors are listed here.



About The Author

Jennifer Cannon
Jennifer Videtta Cannon serves as Third Door Media's Senior Editor, covering topics from email marketing and analytics to CRM and project management. With over a decade of organizational digital marketing experience, she has overseen digital marketing operations for NHL franchises and held roles at tech companies including Salesforce, advising enterprise marketers on maximizing their martech capabilities. Jennifer formerly organized the Inbound Marketing Summit and holds a certificate in Digital Marketing Analytics from MIT Sloan School of Management.

Related Topics

AdobeCDP: Customer Data PlatformChannel: Martech: Analytics & DataOracleSalesforce

Subscribe to receive daily martech news and expert insights. See terms.


We're listening.

Have something to say about this article? Share it with us on Facebook and Twitter.

Get the daily newsletter digital marketers rely on.
See terms.

ATTEND OUR EVENTS

MarTech 2021: March 16-17

MarTech 2021: Sept. 14-15

MarTech 2020: Watch On-Demand

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

White Papers

  • 6 Powerful Ways Experience Analytics Can Help Your Business Now
  • Email Tune-Up: A 5-Point Inspection to Get Your Program in Gear
  • Digital Marketing Report Q4 2020: Benchmarks and Insights for 2021
  • Data SEO – The Next Big Adventure
  • Getting Started with Email Marketing Automation
See More Whitepapers

Webinars

  • The Secret Behind SEO Success: Predict Rank with the Power of Data Science
  • How to Avoid the Digital Transformation Trap
  • How to Build a Marketing System of Record
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

Receive daily martech news and analysis.
Martech Today
Download the Martech Today app on iTunes
Download the Martech Today App on Google Play

Channels

  • Advertising
  • Marketing
  • Content
  • Social
  • Commerce
  • Sales
  • Analytics
  • Management
  • Home

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars
  • MarTech Conference

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff
  • Connect With Us

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • Instagram
  • RSS
  • iOS App
  • Google Play

© 2021 Third Door Media, Inc. All rights reserved.

Your privacy means the world to us. We share your personal information only when you give us explicit permission to do so, and confirm we have your permission each time. Learn more by viewing our privacy policy.Ok