Customer Data Platform (CDP)

A Customer Data Platform (CDP) isn’t just another martech acronym — it’s the core infrastructure behind any data-driven advertising operation. Built to unify first-party data across web, app, CRM, and media platforms, a CDP powers the real-time decisions that drive performance across programmatic, personalization, and media attribution.
While CRMs store known users and DMPs work with anonymized segments, CDPs bridge the two — activating complete, consented customer profiles at the speed and scale required by modern AdTech.

Why Leading AdTech Teams Build or Buy a CDP

If you’ve ever:

• Waited 12 hours for fresh cohorts to reach your DSP
• Lost ROAS due to audience duplication across channels
• Struggled to connect CRM and event data into a usable segment
• Hit data compliance roadblocks when scaling internationally

...then you know the pain of fragmented customer data. A CDP solves this by creating a persistent, real-time Single Customer View (SCV) and activating it instantly across platforms.

CDPs become essential when:

• Operating omnichannel experiences (web, mobile, email, offline)
• Scaling programmatic advertising with audience-level precision
• Powering personalization engines, recommender systems, and dynamic creative
• Building cross-channel attribution models
• Enforcing GDPR/CCPA compliance with structured consent tracking
• Supporting real-time AdTech systems like DSPs, SSPs, and identity graphs

Common Adopters:

• DSPs, SSPs, and programmatic media platforms
• Retail media networks and large marketplaces
• Publishers with large authenticated user bases
• D2C eCommerce and subscription brands
• Performance-driven agencies and MarTech vendors

What Data Does a CDP Ingest?
A CDP ingests and normalizes data from:

• Online behavioral: pageviews, clicks, scrolls, sessions (via SDKs, APIs, server-side tracking)
• CRM and offline: purchase history, support tickets, call logs, store visits
• Transactional: orders, refunds, basket data, RFM metrics, AOV
• Identity: hashed emails, device IDs, login events, geolocation, user agents
• Engagement: email opens/clicks, push activity, ad impressions, video views
• Ad performance: data from DSPs, CDNs, MMPs, analytics tools

The platform performs identity resolution to link anonymous and known events, building a compliant, real-time Single Customer View (SCV).


CDP Use Cases for AdTech

Here’s where a CDP makes the biggest impact:
1. Audience Sync in Real-Time
Sync web and app users to DSPs within seconds — not hours — to eliminate budget waste and accelerate optimization cycles.
2. Cross-Device User Resolution
Resolve identities across devices and platforms, using consent-aware ID stitching and privacy-safe matching.
3. Event-Based Campaign Triggers
Trigger retargeting or dynamic creative based on actual in-app behavior, page exits, or abandoned views.
4. Cookieless Targeting & Enrichment
Power contextual and cohort-based targeting with behavioral signals, even without third-party cookies.
5. Predictive Segmentation & Lookalikes
Use AI/ML models (churn, LTV, RFM) to feed high-value segments into media-buying algorithms.
6. Privacy-Aware Data Governance
Manage regional consent flags (GDPR, CPRA, LGPD) and offer full audit trails, API-level export, and data retention controls.


Real-World Example: Global Mobile DSP with Real-Time CDP Integration by Asteriosoft

One of our flagship projects involved building a high-performance mobile DSP for an EMEA-based technology company. The platform was designed to deliver hyper-targeted campaigns at global scale, using a tightly integrated CDP for data management and activation.
Key highlights:

• Handles 1.5M QPS across a globally distributed infrastructure
• Runs in 3 synchronized data centers for resilience and speed
• Connects with 30+ SSPs, including Google AdX, Appodeal, Mopub, AppLovin, and Fyber
• Uses external data sources for real-time request enrichment and geo/device detection
• Integrates ML algorithms to predict installs and postback behavior for every auction
• Supports dynamic bidding powered by predictive data models
• Maintains and activates over 1B user profiles in real time
• Provides real-time pacing and budget distribution strategies
• Enables live campaign optimization and deep analytics with a custom report builder
• Supports native, video, and display creatives

The underlying CDP powered identity resolution, audience scoring, and segment syncing to the bidding engine, demonstrating how a well-architected CDP can act as the brain of a full-scale AdTech platform.

Why Build a Custom CDP with Asteriosoft
At Asteriosoft, we help AdTech leaders architect CDPs that meet their scale, latency, and compliance requirements. Off-the-shelf CDPs often fail when real-time activation, microservice integration, or custom logic is required. That’s where we come in.
Our Capabilities:

• Custom CDP Architecture: Microservices, real-time pipelines, modular ingestion, event-based triggers
• Full-Spectrum Ingestion: Web, mobile, CRM, DSPs, DMPs, APIs, and offline systems
• AI/ML Enrichment: Predictive scoring, churn detection, next-best-action, RFM segmentation
• Privacy-First Compliance: Consent capture, data minimization, retention rules, user access/export tooling
• Real-Time Dashboards & APIs: Role-based access to audiences, user profiles, and activation endpoints

Use Cases We've Delivered:

• Real-time audience activation across DSPs
• Identity mapping and lookalike generation for media scaling
• Event-driven triggers for personalized ad delivery
• Data onboarding with hashed PII and cookieless signals

If your AdTech stack still relies on delayed, siloed, or incomplete user data - a CDP isn’t just a nice-to-have. It’s the backbone of performant, privacy-compliant audience strategy.
With Asteriosoft, you get a partner who’s built CDPs to handle 100K QPS, real-time bid enrichments, and cross-platform identity logic - all while meeting the world’s strictest data laws.
Want to future-proof your customer data architecture? Let’s start a conversation.