Has the CDP category failed? Amperity’s CTO Derek Slager weighs in.

Nine years ago, nobody had a unified customer view—yet every consumer brand wanted one. So why was it so hard to build? In this episode of Couch Confidentials from Martech Therapy, Matthew Niederberger sits down with Derek Slager, Co-Founder and CTO of Amperity, to dive deep into the evolution (and limitations) of Customer Data Platforms. Derek shares how Amperity grew out of the frustration that no one had truly solved the “customer 360” problem—and why that challenge still haunts brands today. They talk about what sets Amperity apart from the typical CDP crowd (spoiler: it’s not just about orchestration), and how the Seattle tech mindset—laid-back but deeply technical—influenced the way his team built a durable foundation for customer data.