Data types: First party data management with little third party data. Profile identifier: Primarily keyed on tangible customer attributes (PII) – customer ID, name, email, address etc. Data retention: Typically long retention periods to enable analytics over customer life time. DMP features Data types: Third party data management with little (anonymised) first party data. Profile identifier: Primarily keyed on anonymous digital identifiers (non-PII) – cookie ID, IDFA, etc. Data retention: Relatively short retention periods because primary use cases are ad targeting. To learn more about CDP versus DMP check out this report. Five reasons to consider a CDP 1.Storing first party data, including PII