When deciding whether to build or buy a Customer Data Platform (CDP), the debate often centers on time, cost, and required features. Building in-house can allow tailor-made customization but typically involves longer development, higher maintenance, and complex integration efforts. Buying a vendor-neutral, real-time CDP like Tealium AudienceStream accelerates deployment, offers advanced out-of-the-box capabilities such as identity resolution and data quality, and provides broad integrations—saving valuable resources. Many experts recommend a hybrid approach: build what differentiates your business and buy commoditized CDP functions to maximize value and speed to market.

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