Digital Competition Winners: 2025 CDP Strategy and the Innovation of Antsomi CDP 365
Published: Nov 28, 2025|6 min read|By: Eisuke Okamoto
Table of Contents
- Introduction: Which "Winning" Platform Should You Choose Amidst the CDP Variety?
- Chapter 1: CDP Market Trends and Architectural Evolution in 2025
- Chapter 2: Antsomi's Technical Advantage: Integrated Predefined Data Structure
- Conclusion: Strategic Advantage through Partnership with Hakuhodo DY Group
- Glossary
- Contact Us / Ask a Question
Introduction: Which "Winning" Platform Should You Choose Amidst the CDP Variety?
As marketing leaders, you understand that Customer Experience (CX) is the key to competitive advantage, and CX leaders generate nearly three times higher returns than CX laggards. However, in today’s complex digital landscape, you face the severe challenge of "data silos," where customer data is fragmented across various systems, hindering the delivery of consistent, personalized experiences.
Insight
The Customer Data Platform (CDP) functions as the "central nervous system" of the digital ecosystem, solving this by collecting and unifying data from multiple sources to create a single, persistent customer profile.
Today, the CDP market is flooded with solutions—Packaged, Composable, and Delivery CDPs—making the choice of the next strategic investment complex. This article reviews the major CDP trends emerging in 2025 and the resulting platform classifications. We will then explain how "Antsomi CDP 365," the first AI-enabled CDP native to Southeast Asia, realizes rapid Time-to-Value (TTV) through its unique architecture and positions itself as a compass for success in the digital competition.
Chapter 1: CDP Market Trends and Architectural Evolution in 2025
The CDP market is growing rapidly, with 50% of global marketers reporting they adopted a CDP within the last 18 months. This growth is driven by both technological and business forces.
First-Party Data
Strategy
With the deprecation of third-party cookies, integrating and activating first-party data is essential. 93% of marketers prioritize collecting first-party data more now than two years ago.
AI/GenAI
Integration
CDP's Machine Learning (ML) features enhance predictive modeling. 72% of CDP users describe AI/ML as critical to their projects. GenAI could automate integration logic in the future.
Real-Time
Engagement
Meeting customer expectations requires real-time customer profiles. CDPs trigger campaigns in milliseconds, unlike DWHs. 78% of marketers consider real-time data "must-have".
CDPs are classified based on the level of functionality they provide and their architectural design philosophy.
Architectural Classification: Packaged vs. Composable
The choice between CDP architectures is a strategic trade-off.
Antsomi CDP 365 is categorized as a Packaged CDP due to its focus on comprehensive, end-to-end functionality and marketing execution. Functionally, Antsomi CDP 365 is certified by the CDP Institute as a Delivery CDP, the highest functional level. It provides integrated features for profile unification, insights, campaign execution (Marketing Hub), and message delivery across omnichannel touchpoints.
Chapter 2: Antsomi's Technical Advantage: Integrated Predefined Data Structure
A crucial success factor for CDP adoption is minimizing the TTV. Antsomi CDP 365 ensures this rapid execution through its core architectural feature: the "Predefined Data Structure Integrated with MA Functionality".
In Antsomi CDP 365, data is managed as Business Objects (BOs), which are fundamental data elements. This structure is predefined and optimized for seamless integration with marketing execution.
Customer BO
Represents an identified individual user, often based on login or purchase events.
Visitor BO
Represents an anonymous user tracked by cookies or device IDs.
Since the core BO structure is predefined, data is easily mapped and ingested into the existing structure. This design results in high ease of data ingestion and fast speed of marketing utilization. Crucially, the Marketing Hub module (MA function) is tightly coupled with the Customer BO/Visitor BO structures.
Antsomi's package strength—the "MA-integrated predefined structure"—clarifies its advantage when compared to flexibility-focused architectures.
We compare CDP adoption to building a home, where TTV is the time from "material delivery" (data ingestion) to "moving in" (campaign execution).
DWHs are systems of record for governed analytics. Marketing execution requires custom schema design and integration with external MA tools.
Offers high flexibility by leveraging custom SQL models in the DWH. However, Reverse ETL is largely a batch process, limiting real-time use cases.
Result: Data is easily ingested, enabling rapid campaign execution and a significantly faster TTV.
Conclusion: Strategic Advantage through Partnership with Hakuhodo DY Group
The CDP acts as the central nervous system of the MarTech ecosystem. Investing in a future-ready CDP strategy is the best path to achieving sustained growth. Antsomi CDP 365 enables rapid Time-to-Value (TTV) and marketer-led execution through its core strength: the predefined Customer BO/Visitor BO structure and integrated Marketing Hub.
Antsomi received a strategic investment from Japan’s Hakuhodo DY One, a member of the Hakuhodo DY Group, in August 2023.
This powerful partnership combines Antsomi's rapid execution and AI-driven personalization capabilities with the expert digital marketing support provided by the Hakuhodo DY Group. This collaboration serves as the compass for maximizing client business growth in the complex digital age.
Glossary
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