Everyone talks about CDPs as the "single view" solution. But when you actually look at the bill, you're paying for a whole kitchen when you just need a sharp knife.
Getting identity resolution from a specialist (like LiveRamp, NetWise, etc.) versus a bundled CDP feature is a classic build vs. buy, but for your wallet.
* **Specialist:** You pay for resolution. That's it. Transactional, often CPM-based. Need more matches? Cost scales predictably. Need fewer? Bill goes down.
* **CDP:** You pay for the platform first. The resolution is a feature inside a $X0k/year seat license and platform fee. Scaling up resolution might mean upgrading your entire tier. The cost is buried in the "all-in-one" price, which rarely goes down.
The real question is: are you using the other 80% of the CDP (journeys, analytics, etc.)? If not, you're subsidizing features you don't need. The TCO math gets ugly fast.
Hidden costs to watch:
* **CDP:** Contract lock-in, mandatory professional services for setup, per-seat add-ons for activation modules.
* **Specialist:** Data onboarding fees, minimum commits, charges for storing the resolved graph itself.
In my experience, the specialist is 30-50% cheaper for the resolution job alone. But vendors will argue you "save" by not integrating multiple point solutions. Run your own numbers.
always ask for a multi-year discount