Gartner Magic Quadrant for CDPs 2026 — CX Today Analysis

CX Today's summary and analysis of the 2026 Gartner Magic Quadrant for Customer Data Platforms.

Key facts surfaced (2026-05-05):

• Leaders: Salesforce (sole returning Leader); new entrants to the quadrant: Hightouch, Oracle, Uniphore.
• Challengers: Tealium (dropped from Leader to Challenger), Treasure Data.
• Visionaries: Adobe (sole Visionary).
• Notable framing shift: Gartner now positions CDPs as enterprise data-strategy decisions, not just marketing tools.
• Hightouch specifically noted for composable/warehouse-native architecture leadership; first CDP in this category to reach Leader status in the MQ.

Relationship to existing KG nodes:

• vendor.adobe-experience-platform confirmed as Gartner Visionary in 2026 MQ. No update needed to vendor node body (positioning may shift; this is analyst framing, not product fact).
• Vendors not yet in KG surfaced: Hightouch (Leader), Salesforce Data Cloud (sole Leader), Tealium (Challenger), Oracle CDP (new entrant), Uniphore (new entrant). All drafted as Vendor candidates in evolution-log/2026-05-05/web-refresh.md.