# How will Kukiles reconsider the role of DMP with the rise of CDP?


A future of the web that promises to be cookie-free requires companies to re-focus on their first-party data without giving up third-party data to enrich their customer knowledge. So how do you integrate between a data management platform and a customer data platform?

The legal and technical context around customer data management has been difficult for two years: the implementation of GDPR (General Data Protection Regulation), new restrictions around privacy and data storage, and the imminent termination of third-party cookies have been announced, although it has historically been digital DMPs therefore act as “exchange currencies” with media partners

A “cookieless” way to the future!

In this context, the use of DMP has also been questioned, as this poverty has led to the gradual cessation of the use of third-party cookies, first by Safari and Firefox, which has ushered in a new era of retargeting. The practice was then postponed until 2024, with Google announcing it would do the same in 2022, in the face of strong resistance from companies that need more time to prepare for this structural change. Therefore, the question arises: how to prepare for the future without cookies?

So CDPs are gaining interest at the same time as marketing strategies are re-focusing on first-party data as the main lever for both digital activation and acquisition.

A powerful challenge: moving toward a “first party data driven” strategy

So the priority, far more than ever before, is for companies to adopt a “cookie first” strategy, where cookies are set up and managed directly by the brand. It makes it possible to recover first-party data and therefore strengthen its autonomy in implementing a complete set of digital methods: personalization of navigation, retargeting of visitors to its site … . However, the question remains when it comes to targeting and activating audiences outside of its “digital features” while at the same time “World Garden” including Google, Amazon or Facebook is tightening the rules governing their identities, further limiting possible reunions. Including external databases.

Looking for a date!

Beyond the technological alternative to third-party cookies, the first challenge of this first-party data approach is that it now needs to evolve into an economy of trust, where consumers want to be able to control the personal information delivered to the brand and lean more. Give them a real benefit: personalized shopping experience, adaptation of delivery terms, tailor-made advice, etc. Companies should therefore ask themselves: “What is their value proposition when it comes to data exchange?” It will also allow them to take charge of the requested data, so as not to collect everything possible but only those that will be used to enhance the customer experience.

Towards a CDP + DMP binomial: the cause of an obvious identification

As the concept of “first party data” becomes increasingly strategic, CDP aims to be a provider of increasingly critical data and processes to enrich your activation capabilities. At the same time, one solution for continuing to reconcile with external databases is to rely on “identity consortia”, i.e. pseudo-anonymity practices such as Personally Identifiable Hashed Information (PII), to better manage and anticipate. Multiple direct digital identities in DMP. For example, we can specify a hashed email or telephone number. This is what Oracle offers, allowing its customers to retain the ability to activate viewers with their media partners.

CDP will therefore be used as a repository of all collected data and in the process of enriching customer knowledge through the use of hashed PII. In detail, thanks to the use of artificial intelligence, it combines identifiers, customer data and PII to maximize and make matching rates more reliable, automatically create population sections on the fly and then enable them in marketing automation marketing campaigns. Finally, it will also address issues such as data governance, compliance and communication stress management at this level.

So CDP and DMP are two types of platforms which are more complementary than beforeFor Serve the entire “customer-centric” process, ranging from the data integration phase to achieving a single customer perspective, enriching with third-party data and maximizing possible “media, channel and touchpoint” scales and data activation in real time. Ecosystem

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