The need to expand beyond first-party identifiers fundamentally changes how companies think about building out a future-ready mar tech stack – with some big implications for how many companies have designed their customer data platforms (CDPs) today.
As streaming platforms navigate a seismic shift – pivoting to profitability after a decade of all-out growth mode – they’re racing to develop their subscriber-retention muscles. But they also need to step back to ensure they’re flexing those muscles in the right way (specifically, getting a better and broader understanding of the full subscriber journey) to make sure they’re targeting retention spend where it counts.
