CDPs: Intersecting Identity Resolution and Data Minimisation in 2026

Customer data platforms (CDPs) are becoming increasingly important in 2026, particularly when it comes to intersecting identity resolution and data minimisation. This trend is happening now due to the growing need for marketers to balance personalisation with data privacy. In the past, CDPs were primarily used for data collection and storage, but now they’re being used to resolve identities and minimise data collection, all while complying with regulations like GDPR and CCPA.

One key difference between this cycle and past ones is the emphasis on data minimisation. With the rise of data privacy regulations, companies are being forced to collect and store only the data that’s necessary, and CDPs are helping them do just that. Early adopters like Adobe and Salesforce are already using CDPs to resolve identities and minimise data collection, while laggards are still trying to figure out how to comply with regulations.

A practical three-step adoption framework for CDPs would be to first identify the data that’s necessary for personalisation, then use a CDP like Tealium or AgilOne to resolve identities and collect only that data, and finally use data clean rooms like Amazon’s Clean Rooms or Google‘s Ads Data Hub to analyse and activate the data.

It’s worth noting that not every company needs a CDP. If you’re a small business with a simple data setup, you might be able to get by without one. But if you’re a large enterprise with complex data needs, a CDP is likely a necessity. For more martech analysis, tools coverage and strategy guides, visit MartechXpert — your independent source for marketing technology insight.

When it comes to identity resolution, CDPs are being used to connect the dots between different data sources and create a single, unified view of the customer. This is especially important in today’s multi-channel world, where customers are interacting with brands across multiple touchpoints. By using a CDP to resolve identities, companies can get a better understanding of their customers’ preferences and behaviors, and use that information to deliver more personalised experiences.

On the data minimisation side, CDPs are being used to collect and store only the data that’s necessary for personalisation. This not only helps companies comply with data privacy regulations, but also reduces the risk of data breaches and improves customer trust. By collecting and storing less data, companies can also reduce their data storage costs and improve their data management efficiency.

Overall, the intersection of identity resolution and data minimisation in CDPs is a trend that’s here to stay. As data privacy regulations continue to evolve, companies will need to find ways to balance personalisation with data minimisation, and CDPs will play a critical role in that process.

It’s also worth noting that CDPs are not a one-size-fits-all solution. Different companies have different data needs, and CDPs need to be configured and implemented accordingly. That’s why it’s so important for companies to take a thoughtful and strategic approach to CDP adoption, and to consider their specific data needs and goals when selecting and implementing a CDP.

In terms of specific tools and vendors, there are many options available. Companies like SAP and SAS offer CDP solutions that are geared towards large enterprises, while companies like Segment and mParticle offer more lightweight and flexible solutions that are geared towards smaller businesses.

Ultimately, the key to successful CDP adoption is to take a customer-centric approach, and to focus on using data to deliver more personalised and relevant experiences. By doing so, companies can build trust with their customers, improve their customer relationships, and drive long-term growth and revenue. And that’s what it’s all about: using data and technology to deliver better customer outcomes, and to drive business success.

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