TMW #209 | Wednesday Martech Briefing

Jan 15, 2025

Welcome to The Martech Weekly, where every week I review some of the most interesting ideas, research, and latest news. I look to where the industry is going and what you should be paying attention to.

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Unbundling CDPs, the death of content moderation, Martech trade-ins

Here’s the week in Martech: 

  • Unbundling CDPs: Spinning out customer data management capabilities.
  • The death of content moderation: Or the death of a fantasy?
  • Martech trade-ins: Vendors are getting creative with introductory offers.
  • Everything else: TikTok’s Lemon8 migration, big bucks in livestream shopping, Instagram’s AI mirror, PayPal dominates mobile payments, and more.

 👇 Heres everything you’ve missed in marketing and tech this week.


📰 Latest Developments

Unbundling CDPs. I'm going to claim this as an early win for my prediction that Customer Data Platform (CDP) vendors would vacate the category en masse in 2025: Contentstack – a Digital Experience Platform (DXP) – acquired one of the earliest CDPs to market in Lytics last week. This follows hot on the footsteps of Uniphore acquiring ActionIQ at the end of last year, and although Uniphore and Contentstack are very different buyers, the story of both acquisitions is the same. Both buyers needed customer data management capabilities such as identity resolution, profile building, and orchestration to support their existing products. I've seen this out in the market: On a recent analyst call, an Aussie DXP explained that they have a CDP offering that they'd never sell as a standalone product, but they sell it to existing customers to support data management for website personalization use cases. The warehouse-native movement has already unbundled data storage from the CDP, but this type of acquisition – where vendors in tangential categories add certain CDP capabilities to enrich their primary use cases and features – takes the unbundling a step further. At the moment, those use cases seem to focus on digital experience delivery and AI data preparation, but any platform that can benefit from an injection of customer data could be a potential CDP acquirer. This won’t be the last acquisition of this flavor! Link 


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Stay Curious,

Keanu Taylor

Make sense of marketing technology.

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Want to share something interesting or be featured in The Martech Weekly? Drop me a line at juan@themartechweekly.com.

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