HEARD: Most teams buying a CDP already own one and don't know it.

HEARD: Most teams buying a CDP already own one and don't know it.

The customer data platform pitch — unified profiles, identity resolution, audience syncing — is increasingly baked into the marketing automation suite you already pay for. Klaviyo, HubSpot and others quietly absorbed CDP-lite features.

What we're hearing from operators: a standalone CDP earns its cost only past real scale or genuinely fragmented data. Below that, it's an expensive middle layer that duplicates your ESP.

— Map what your current stack already resolves before adding a layer

Watch this.