---
title: "2021 State of the CDP"
id: "35950"
type: "resource"
slug: "2021-state-of-the-cdp"
published_at: "2021-03-12T23:24:23+00:00"
modified_at: "2025-10-20T20:38:37+00:00"
url: "https://tealium.com/resource/whitepaper/2021-state-of-the-cdp/"
markdown_url: "https://tealium.com/resource/whitepaper/2021-state-of-the-cdp.md"
excerpt: "[mk_page_section bg_color=\"#007cc2\" padding_top=\"100\" padding_bottom=\"0\" sidebar=\"press-releases-sidebar\"][vc_column css=\".vc_custom_1500484411293{padding-top: 2% !important;}\"][vc_row_inner][vc_column_inner width=\"1/2\"][mk_padding_divider size=\"30\" visibility=\"hidden-sm\"][mk_fancy_title tag_name=\"h1\" color=\"#ffffff\" size=\"48\" force_font_size=\"true\" size_phone=\"28\" font_weight=\"300\" font_style=\"normal\" txt_transform=\"none\" margin_bottom=\"0\" font_family=\"none\"]Whitepaper 2021 State of the CDP[/mk_fancy_title][mk_fancy_title tag_name=\"h1\" color=\"#ffffff\" size=\"24\" force_font_size=\"true\" size_phone=\"18\" font_weight=\"400\" font_style=\"normal\" txt_transform=\"none\" margin_bottom=\"0\" font_family=\"none\"]How customer data platforms (CDPs)..."
taxonomy_resource_type:
  - "Whitepaper"
taxonomy_product:
  - "AudienceStream Customer Data Platform™"
taxonomy_topic:
  - "Data Privacy Governance"
taxonomy_vertical:
  - "B2B"
  - "Digital Services"
  - "Entertainment"
  - "Financial"
  - "Healthcare"
  - "Hospitality"
  - "Media"
  - "Retail"
  - "Sports"
  - "Travel"
---

Whitepaper

# 2021 State of the CDP

## How customer data platforms (CDPs) are helping marketers adapt to key challenges in 2021

Pick up a Truman and move him around.Pause wandering

#### This report surveyed 300 marketers in the US across 5 major industries with the goal of developing a better understanding of the current and future state of CDPs. The findings revealed why CDPs were central to solving the challenges of 2020, including reduced budgets, new data privacy legislation, sudden digital acceleration due to COVID-19, as well as pending third-party cookie loss. ### Get this research report to discover: - Why CDPs have become vital to marketing success - 6 ways marketers are adapting to change with a CDP - How to find a CDP that makes integration easy - 3 important factors to help you quantify CDP ROI - Why data privacy and compliance continue to be a top priority

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