What Is Oracle Unity CDP? Pricing & Alternatives

Oracle Unity appears on CDP shortlists under a name Oracle no longer leads with. The product is now Oracle Fusion Unity Data Platform, and Oracle’s own FAQ asks “Is Oracle Fusion Unity Data Platform just a customer data platform?” and answers: “No. Oracle Fusion Unity Data Platform includes customer data platform capabilities, but it is broader than a traditional CDP.” The phrasing is Oracle’s. The repositioning behind it is real, and it changes what the product is scoped against, what else you must license to send a message, and which buyers it fits.

Oracle Unity — sold today as Oracle Fusion Unity Data Platform — is Oracle’s customer data platform and data foundation inside Oracle Fusion Cloud Customer Experience, built to join marketing, sales, and service engagement with the operational records in Oracle Fusion Applications: orders, contracts, subscriptions, billing, and service history. Oracle describes it as the data and intelligence foundation for data-driven marketing, AI, and agentic customer experience. It has not left the category: Oracle still markets the page as Unity CDP, entered it in Gartner’s CDP Magic Quadrant, and sells it on contract as Oracle Fusion Customer Data Platform Cloud Service.

Oracle is a Leader in both the 2026 Gartner Magic Quadrant for Customer Data Platforms and The Forrester Wave: Customer Data Platforms for B2B, Q3 2025. For a side-by-side comparison of all CDP vendors, see the CDP Vendor Comparison Guide.

Oracle Unity at a Glance

Oracle Broadened Unity Beyond the CDP Category

Four names circulate for one product: Oracle Unity CDP on the marketing page, Fusion Unity Data Platform in Oracle’s sales materials, Fusion Cloud Unity Data Platform in Gartner’s evaluation, and Oracle Fusion Customer Data Platform Cloud Service on the price list. Confirm which one is on the order form.

The strategic half matters more. Oracle is not positioning Unity against pure-play CDPs on segmentation features; it is selling it as the data and AI layer underneath Fusion — the layer that grounds Fusion Marketing, Oracle AI Agent Studio, and Oracle’s agentic applications for cross-sell, renewal, and retention. Unity’s value scales with how much of your Fusion ERP, SCM, and CX footprint exists, not with how much of your marketing stack happens to be Oracle. That is a sharper rule than “you’re an Oracle shop,” and it predicts whether the deployment pays for itself. Oracle hedges the same way: Unity works with external systems, but “delivers the strongest value when customers can connect Oracle Fusion Applications data with broader customer, account, behavioral, and operational context.”

How Oracle Unity Got Here

Why the Differentiator Is Back-Office Data, Not Marketing Data

Every suite-embedded CDP inherits the shape of the suite it sits in. Adobe Real-Time CDP anchors on experience data; Salesforce Data Cloud anchors on CRM records. Oracle anchors where neither reaches natively: the finance and supply-chain system of record. SAP is the closest structural analog, since it also sells a customer data platform alongside its ERP, and Microsoft is a lesser one through Dynamics 365 Finance and Supply Chain with Customer Insights.

The difference shows up in what a profile can answer. An engagement-anchored profile knows a customer opened three emails and abandoned a cart. A Unity profile is designed to also know what they bought, what they are contracted for, when the subscription renews, and whether the last invoice was disputed. Oracle names the resulting use cases: churn propensity, next best action, product fit, lifetime value, attribution, lookalike modeling, whitespace analysis, and buying-group recommendations. That emphasis predates the Fusion repositioning — the B2B schema relating contacts to accounts arrived at Oracle Live in September 2020 (G2 research, October 2020) — and it is why Oracle’s analyst standing is stronger on the B2B side.

What Oracle Unity Does

Capabilities below come from Oracle’s product page and its 2026 datasheet, with its claims labeled as claims.

• Identity resolution across more than people: Identity resolution spans customers, contacts, accounts, households, buying groups, products, assets, and custom entities, on prebuilt B2B, B2C, and B2B2C data models with industry variants
• Intelligence Workbench: Oracle states more than 27 ready-to-use AI models for scoring, propensity, lookalikes, and real-time recommendations — the AI decisioning layer behind use cases including churn prediction — plus 50-plus prebuilt attributes for enrichment
• Collection and segmentation: Oracle tags, APIs, and SDKs with sessionization, a Streams Viewer for live events, a Profile Explorer, and waterfall segmentation
• Governance and grounding: Consent management via CMP integrations, organization-based access controls, and Oracle-stated HIPAA, ISO 27001, and SOC 2 support; Oracle also states AI runs within Oracle Database without moving data between clouds, and that Unity grounds AI Agent Studio and Fusion’s agentic applications — the role an agentic CDP plays in any stack

Architecture: Real-Time Ingestion, Job-Based Mastering

Oracle documents Unity as a data warehouse with a configurable data model in front of it, and the pieces that matter to an architect are the jobs that move data between those layers. Oracle’s own data-flow documentation names them.

Three ingestion paths, two of which are gated on a job. Batch ingest jobs and the Streaming API both land data in staging; a Data warehouse job must then run to copy it into the data warehouse and complete validation before it reaches the data model. The Near real-time API skips that job and writes to the data model in a single operation — at a documented cost: data imported this way “can’t be used for enabling lookups, address validation, or data density.” The near-real-time path trades warehouse-stage validation and enrichment for lower latency; it is not the same pipeline running faster. Streaming is a contractual entitlement, not a workaround — Oracle lists “Real-time Data Collection and Streams” among the service’s authorized capabilities.

Identity is a scheduled job, so profile freshness is job cadence. The Identity resolution job performs deduplication, merge, and promotion to produce master entities; a separate Customer 360 job builds the customer profiles that Profile Explorer displays. Neither is continuous — Oracle’s own service description lists identity resolution among the tasks a job performs. Mastered identity and Customer 360 profile freshness are therefore bounded by those job cadences, while behavioral and near-real-time object data can arrive sooner. Freshness depends on which layer a given model or agent actually reads, so establish that per use case rather than for the platform as a whole. It matters most for the differentiating back-office data: Oracle publishes no real-time path for Fusion contract, billing, or fulfillment objects, only the general ingestion paths above.

Source records survive the merge. Master output lands in a MasterCustomer object that, per Oracle’s data-model documentation, cannot be written to directly, while a Customer_MasterCustomer cross-reference links each source record to its master. The original rows are not overwritten — which is what makes a bad probabilistic merge correctable and an audit trail possible.

The documented read path is the Customer 360 API, the interface for searching customer profiles. Oracle describes Unity as supplying the governed context that AI Agent Studio consumes, but does not publish the mechanism by which agents read it, nor a latency target or rate limit for the API. If agents or a personalization tier will read profiles at request time, both belong in the RFP rather than in an architecture assumption.

Activation leaves through Segment Delivery and Export jobs into Responsys, Eloqua, or Fusion Marketing Orchestration — the licensing fork below, expressed as pipeline.

Two things Oracle publishes that most CDP vendors do not. The first is the match logic. Deduplication rules expose clustering rules with a score threshold — “percentage that represents the possibility that two records are duplicates” — and a max-candidates cap, plus per-attribute matching criteria scored with Jaro-Winkler or Levenshtein. Confidence scoring is configurable and visible, not a black box; what remains worth confirming is whether merge decisions leave an audit trail your governance function will accept. It is also a pricing lever, because profiles are billed after unification: loosening match rules cuts the profile count and the invoice while raising the chance of merging two people. Model the privacy and the cost together.

The second is erasure. Oracle documents a nine-step deletion workflow built on a ready-to-use DataDeletionRequest object: ingest the deletion list, run the data warehouse job, run a delete job, then re-run the Identity resolution and Customer 360 jobs, which remove the relevant data from master entities and rebuild the profiles, and finally review a deletion report written to SFTP, Oracle Object Storage, or AWS. Deletion inherits the same job-based shape as everything else, so an erasure SLA is a job-scheduling question. Subject-access request handling end to end is the part Oracle does not lay out this fully.

The contract sets hard operational ceilings, and they are the numbers to design against. Oracle’s Fusion Service Descriptions (v080626, August 6, 2026) caps Customer Data Platform usage at 10 concurrent jobs across all environments, 500 scheduled jobs in a calendar day, 1,000 records per second on the batch ingestion API, and 500 records per second on the streaming event API, with one production and one non-production environment provisioned. Exceeding them permits Oracle to “take proportional remediation action, including limiting use of affected services,” and Oracle reserves the right to “regulate incoming data collected through its real-time streaming pipeline to maintain service performance and availability.” None of it appears in the marketing material, and a 500-records-per-second event ceiling is the number to size a high-traffic consumer property against.

What is left genuinely open, and belongs on the RFP: which regions Unity itself can be provisioned in, since Oracle publishes general SaaS data-residency commitments but no Unity-specific availability matrix; the scope of the SOC 2 report and the applicability of a HIPAA business associate agreement to this service specifically; and, for Fusion shops, how Unity relates to the party and customer master they already run in Fusion Customer Data Management, since a duplicate customer master is a governance problem before it is a cost.

The Activation Fork: Buying Unity Does Not Decide What Sends the Message

Oracle Marketing is four products, not one. Unity is the data layer; the execution products are Eloqua Marketing Automation (B2B), Responsys Campaign Management (B2C), and Fusion Marketing Orchestration, the newest of the three.

Oracle’s own FAQ states that Fusion Marketing “is not positioned as a like-for-like replacement for Eloqua or Responsys.” The newest execution product is explicitly not a migration path off the older two, so a Unity contract does not answer what sends the email, the SMS, or the ad segment.

Unity blurs the line further: Oracle’s datasheet claims embedded orchestration from within Unity — email, SMS, push, paid media, alerts. The licensing is unambiguous, though. On the price list the CDP is an “Oracle Marketing Base” while Fusion Marketing Orchestration is an “Oracle Marketing Option” at $50 per 10,000 contacts: the message-sending layer is a separately licensed SKU. Ask which component actually holds the sending infrastructure: if Unity composes and hands off, the $50 per 10,000 contacts applies regardless and “embedded orchestration” describes an interface rather than an engine. Settle that division of labor in the contract, because it sets your license count and which team owns campaign operations.

What Oracle Retired, and What That Means for Unity

Oracle’s recent record in marketing technology is the first thing enterprise buyers raise. Maxymiser reached end of life on May 31, 2024, and all Oracle Advertising products — Oracle Data Cloud, BlueKai, Datalogix, Grapeshot, Moat — ended on September 30, 2024. Unity’s DMP integration was pitched in 2020 as a way to “categorize unknown website visitors by interest,” and that Oracle-owned audience ecosystem is gone, so anyone evaluating Unity against a 2020-vintage architecture diagram is evaluating a product that is not for sale. The capability is not gone — Oracle’s current page still offers enrichment through third-party data integrations — but Oracle no longer supplies the data, so the partner is yours to select and pay for. The DMP category contracted across every vendor in the same period; this is industry-wide attrition, not an Oracle-specific retreat.

The honest read is that Unity is the product Oracle consolidated onto, not away from: Oracle folded the separately branded Unity Behavioral Intelligence into it — those “data collection and real-time capabilities… are built directly in Oracle Fusion Unity Data Platform and Fusion Marketing Orchestration,” per its FAQ — and Gartner named Oracle a Leader in January 2026. Scope the business case to first-party data and Fusion data, with no line item depending on Oracle-sourced third-party audiences.

Pricing: Oracle Publishes a List Price, and It Has a Floor

Adobe and most enterprise CDPs quote privately. Oracle and Salesforce do not — and Oracle’s rate is the more useful of the two, because it is a per-profile figure you can multiply rather than a starter SKU. Its Fusion Cloud Service Global Price List (August 6, 2026) lists Fusion Customer Data Platform Cloud Service at $40.00 per 1,000 profiles per year with a 5,000-unit minimum — a floor of 5 million profiles, roughly $200,000 a year. Behavioral collection is metered separately at $7.50 per 1,000 pooled sessions, Fusion Marketing Orchestration is $50.00 per 10,000 contacts per year with a 1,200-unit minimum of its own — 12 million contacts, about $60,000 a year — and the standard term is three years. This is list pricing in a document Oracle marks subject to change, not a quote — but you can size the software line before speaking to a rep, which is not true of Adobe or of most of the field.

Two definitions in that document matter more than the rate. Profiles are counted after unification — “the number of entities… that result from profile unification” — so deduplication works in your favor, unlike monthly-tracked-user metrics. A session “does not exceed 30 minutes of inactivity, 120 minutes of activity, or 500 events, whichever occurs first,” and pooled sessions are drawn from an allocation set at the start of the term. The base subscription includes 5,000 pooled sessions for each full month in the services period — 180,000 across a standard three-year term, per Oracle’s Fusion Service Descriptions — and unused sessions are forfeited at the end of the period rather than carried into a renewal. At consumer scale that inclusion is immaterial: 10 million sessions a month is 360 million over three years, so additional-session charges run roughly $900,000 a year at list, four and a half times the profile floor. For a consumer app plus web, sessions, not profiles, set the budget. Pull twelve months of your own session counts before the first pricing call and negotiate the pool, not the rate. And while Oracle’s datasheet claims AI models and agent workflows are built into the per-profile price, the price list carries a separate AI commercial model alongside it: Fusion Agentic Applications at $500,000 each, AI Units at $1,000 per 100,000 pooled units, and Fusion AI Agents at $150 per hosted named user (minimum 50) or $5 per hosted employee (minimum 500). Ask in writing which agents and which AI consumption your Unity quote actually covers.

Oracle’s own commissioned evidence shows where the money goes. In The Total Economic Impact of Oracle Unity (Forrester Consulting, March 2023, commissioned by Oracle), the composite organization — a $4 billion B2C company with brick-and-mortar and digital operations, carrying 15 million profiles, modeled from interviews with seven representatives at four companies — paid $400,000 a year in subscription fees, which Forrester risk-adjusted to $440,000, and $810,750 in professional services over three years, against $2.73 million in internal effort for implementation, training, and ongoing management — 2.2x the software subscription in present value and roughly 57% of three-year cost, both compared risk-adjusted PV to risk-adjusted PV. The license is the minority of the bill. The hours behind that number are the planning input Oracle does not publish: the composite’s IT staff spent 9,000 hours reaching production and business staff another 4,500, then 5,000 and 3,500 hours respectively in each following year — roughly six and a half FTE-years to deploy and four FTE on an ongoing basis.

The headline 158% ROI, $6.71M NPV, and sub-seven-month payback rest on a quantified case that is entirely efficiency and cost reduction — marketer and analyst efficiency, reduced redundant spend, reduced non-productive spend, lower acquisition costs, avoided agency fees. Incremental revenue is not modeled as a quantified benefit. One arithmetic check: 15 million profiles at the 2026 list rate is $600,000 a year against the $400,000 the 2023 study modeled, so treat list price as a negotiating starting point, not a budget predictor.

What list pricing does not settle is which execution product you land on and how much Fusion is already licensed. Unity on an existing Fusion estate is an incremental purchase; without that estate underneath you are buying into the suite to get the CDP, and the suite tax applies. For how per-profile and credit-based models compare, see CDP Pricing: Models, Ranges, and Hidden Costs.

Analyst-Validated, Peer-Thin: The Evidence Problem

Gartner published the 2026 Magic Quadrant for Customer Data Platforms on January 26, 2026, authored by Lizzy Foo Kune, Rachel Dooley, Suzanne White, Benjamin Bloom, and Audrey Brosnan; Oracle announced its Leader placement on April 23, 2026. It entered the Leaders quadrant alongside Hightouch and Uniphore; Salesforce was the returning Leader and Adobe a Visionary (CX Today, February 2026).

It was also a Leader alongside Adobe in The Forrester Wave: Customer Data Platforms for B2B, Q3 2025, with Treasure Data and Hightouch as Strong Performers, and it does not appear among the Leaders of Forrester’s separate B2C Wave (Q3 2024): ActionIQ, Adobe, Salesforce, and Treasure Data. A B2C buyer is therefore evaluating a product whose independent validation was earned largely on the other side of that line.

Then comes the asymmetry: two top-tier analyst placements, and two public G2 reviews — a 4.0/5 average across reviews posted in 2022 and 2023, scored 3.5 and 4.5 (retrieved August 2026). That is a fact about the evidence available to you, not about the product’s quality and not about Oracle’s customer count; review volume tracks a vendor’s solicitation effort as much as its install base, so counts are not comparable across vendors. Two reviews are also too few to read a rating from. They carry texture, though: one flags complicated data export, slow add-on features, and pricing; the other praises the accuracy of contract and invoice data — the back-office differentiator showing up in practice rather than in a datasheet.

Oracle’s own evidence has the same shape, and its best case study shows it. Oracle publishes a detailed European automotive story — 50% higher email open rates, 230% more lead submissions, a 5% increase in order uptake, 120-plus always-on campaigns, and 331,000 first-party profiles activated for retargeting — and publishes it anonymously, as “a regional automotive marketing organization.” Oracle separately names Mazda Europe as a Unity customer on the product page, without those numbers attached. The named customers (Mazda Europe, Aegean Airlines, Haymarket Media, Vertiv, PwC) and the quantified results are published in different places and never joined, which is also true of the datasheet’s 20% opportunity lift for a telecom provider and 19% revenue uplift for an electronics retailer. Demand named references running your Fusion configuration, and insist on speaking to their data team, not only their marketing lead.

What to Ask Oracle — and Its References

The evidence gap on this product is closed in the room, not on the web. Take these in:

To Oracle, before pricing. Which SKU is on the order form — Unity CDP, Fusion Unity Data Platform, Fusion Cloud Unity Data Platform, or the contract’s own Oracle Fusion Customer Data Platform Cloud Service? What is your projected annual session volume against the 5,000-per-month inclusion, and what does the overage cost across the full term? Which agents and which AI consumption does the quote cover, given the separate Agentic Applications, AI Units, and AI Agents SKUs? Which product holds the sending infrastructure, and what is the license count on that side? What latency and rate limit does the Customer 360 API carry? Which regions can Unity itself be provisioned in, and what is the scope of the SOC 2 report for this service?

To Oracle, before signature. Model your peak load against the contract’s operational ceilings — 10 concurrent jobs, 500 scheduled jobs a day, 1,000 records per second on batch ingestion, 500 on the streaming event API — and get in writing what happens when you approach them, since the service description permits Oracle to limit affected services and to regulate the real-time streaming pipeline at its discretion. Then get a written roadmap commitment on whichever execution product you land on — Eloqua, Responsys, or Fusion Marketing Orchestration — and an implementation schedule inside the statement of work rather than alongside it.

To references, and insist on their data team, not only their marketing lead. How long from signature to first production audience, and what was the internal FTE load against Forrester’s 13,500-hour composite? What did the sessions line actually cost in year one versus the quote? How fresh is Fusion contract and billing data in the profile in practice — what cadence do the identity resolution and Customer 360 jobs run at? What broke when a probabilistic merge went wrong, and how was it unwound? Have you hit the concurrent-job or streaming-rate ceilings, and what did Oracle do about it? Ask all of it of a reference running your Fusion configuration; a reference on a different footprint is answering a different question.

Strengths

• Operational data has a maintained model: The default model ships orders, order items, subscriptions, service incidents, accounts, products, and industry-specific objects, with B2B, B2C, and B2B2C variants, so operational modeling is largely configuration rather than schema design — source mapping, extraction, and scheduling remain implementation work
• Entity model beyond the individual: Accounts, households, buying groups, products, and assets are first-class entities, so B2B and B2B2C deployments fit without heavy customization
• Priceable before the sales call: Published per-profile rates and a post-unification profile metric make the software line modelable in advance

Limitations

• Value is conditional on the Fusion footprint: Without Fusion underneath, the differentiator does not exist and Unity competes on features alone
• The activation layer is a separate, fragmented decision: Three execution products with overlapping claims, the newest of which Oracle says is not a like-for-like replacement for the other two
• Naming drift creates procurement risk: Unity CDP, Fusion Unity Data Platform, and Fusion Cloud Unity Data Platform all circulate at once — while the line on the price list is a fourth name, Oracle Fusion Customer Data Platform Cloud Service
• Enterprise-only economics: The list floor is 5 million profiles, about $200,000 a year before sessions, activation, or services
• Identity and profiles are batch jobs: Identity resolution and Customer 360 run on a schedule, so profile freshness is job cadence — and the near-real-time ingestion path forfeits lookups, address validation, and data density
• No published implementation timeline: Plan multi-month, and get a schedule into the statement of work
• Almost no public peer evidence: Two G2 reviews, both over two years old — reference calls must do the work review corpora do elsewhere
• Oracle no longer supplies the third-party data: The BlueKai DMP and ID graph in Unity’s 2020 architecture ended with Oracle’s advertising exit. Unity still integrates third-party enrichment sources, but sourcing and paying for them is now the customer’s problem

Who Should Consider Oracle Unity

Oracle Unity fits organizations meeting most of these conditions:

• Oracle Fusion is the system of record: ERP, SCM, Sales, or Service on Fusion, so the data that makes profiles distinctive already sits inside the boundary
• Recurring commercial state exists, in B2B or B2C: Subscriptions, entitlements, policies, plans, or service contracts — the records Unity joins to, and the decisions (renewal, whitespace, buying-group coverage) that need them. Telecommunications, utilities, insurance, subscription media, and B2B all qualify; a retail or direct-to-consumer brand whose customer record is orders and browsing has little contract state to join, and buys the suite without the differentiator
• Five million-plus profiles: The list minimum and the entity model both point above that line
• Eloqua or Responsys is already in production: An existing execution layer removes the hardest open question

It is a weaker fit for a non-Oracle ERP and CX stack, for mid-market buyers below the profile minimum, for teams that need campaigns running in weeks without a systems integrator, and for anyone wanting data governance and activation decoupled from one vendor’s enterprise CDP estate.

Alternatives to Oracle Unity

Buyers comparing Oracle Unity look at three groups: the other suite-embedded CDPs — Adobe Real-Time CDP and Salesforce Data Cloud, where the deciding factor is again who holds your system of record — platforms that bundle unification, messaging, and AI in one architecture, and composable CDPs built on a cloud warehouse.

For a comprehensive comparison of CDP vendors across all categories, see the CDP Vendor Comparison Guide. For evaluation criteria specific to AI-era requirements, see How to Evaluate a CDP in the AI Era.

→ Compare all CDP vendors side-by-side in the CDP Vendor Comparison Guide

See how independent analysts evaluate CDP vendors — download the Forrester Wave or IDC MarketScape reports for a side-by-side comparison.

Related Articles

• What Is Adobe Real-Time CDP? — The suite-embedded CDP anchored on experience data
• What Is Salesforce Data Cloud? — The suite-embedded CDP anchored on CRM
• CDP Pricing: Models, Ranges, and Hidden Costs — How per-profile and credit-based pricing compare
• CDP Alternatives: 7 Options Compared — When a CDP is not the right purchase at all

FAQ

Is Oracle Unity the same as Oracle Fusion Unity Data Platform?

Yes — Oracle Fusion Unity Data Platform is the current name for the product launched as Oracle CX Unity in 2018 and long marketed as Oracle Unity CDP. Gartner evaluated it as Oracle Fusion Cloud Unity Data Platform, part of Fusion Cloud Customer Experience. All three names circulate at once, so confirm which SKU is on your order form.

How much does Oracle Unity cost?

Oracle publishes list pricing: $40 per 1,000 profiles per year with a 5,000-unit minimum, so the floor is 5 million profiles at roughly $200,000 a year. Sessions and Fusion Marketing Orchestration are separate SKUs, and the standard term is three years. Oracle’s own commissioned Forrester study puts internal effort at roughly 57% of three-year cost — the license is the smaller half of the bill.

Does Oracle Unity replace Eloqua or Responsys?

No — Unity is the data layer, and Eloqua, Responsys, and Fusion Marketing Orchestration remain separately licensed execution products. Oracle’s own FAQ states that Fusion Marketing is not a like-for-like replacement for Eloqua or Responsys. Unity does carry embedded orchestration for email, SMS, push, and paid media, so define in the contract which layer owns campaign execution.

How does Oracle Unity compare to Adobe Real-Time CDP and Salesforce Data Cloud?

All three are suite-embedded CDPs, and the deciding factor is which vendor holds your system of record. Adobe anchors on experience data through Adobe Experience Platform and XDM schemas; Salesforce anchors on CRM records. Only Oracle owns a full ERP and supply-chain suite in Fusion Financials and Fusion SCM; Salesforce reaches quote-to-cash and fulfillment through Revenue Cloud and Order Management but has no general ledger or supply chain, and Adobe has neither.

Is Oracle Unity the right CDP for my organization?

Oracle Unity is the right CDP when Oracle Fusion Applications are your system of record and profiles need operational context — and the wrong fit when Oracle is not the platform underneath. Choose it if ERP, SCM, or Service data drives your renewal, subscription, and account use cases. Skip it if you run a non-Oracle stack or sit below the 5-million-profile list minimum.

What are the alternatives to Oracle Unity?

The main alternatives are the other suite-embedded CDPs — Adobe Real-Time CDP and Salesforce Data Cloud — plus platforms outside the suite model that bundle unification, messaging, and AI under one contract. Composable CDPs keep data in an existing warehouse. Match the choice to whoever holds your system of record; see the CDP Vendor Comparison Guide for the full set.