Data

First-party data, measurement, CDPs, and the infrastructure behind decisions.

The customer data platform category promised to be the center of the stack. Three years on, it's splitting into three very different outcomes.

Data clean rooms were pitched as the privacy-safe answer to everything. The real usage patterns two years in are much narrower — and more useful.

The marketing-qualified lead was designed for a world where buyers filled out forms to get information. That world is quietly disappearing.