As the shift away from third-party cookies has demonstrated so clearly, marketers need to find ways to be more self-reliant, particularly when it comes to data. Brands have increasingly relied on Customer Data Platforms to make the most of their first-party data, but that’s just one piece of the puzzle. 

Over the past few years, consumers have increasingly clamoured for more transparency into the data collection process, as well as the ability to prevent brands from collecting and storing their information without consent. Many CDPs are simply not equipped to allow marketers to meet the challenges of a privacy-first, data-centric future. 

In this guide, you’ll find a quick rundown of what marketers should really be looking for in a future-proof CDP – and what they  should avoid.