Five years ago, Customer Data Platforms (CDPs) seemed like the right answer to the problem of accessing a unified profile of the customer. However, times have changed, and CDPs have not delivered on their promises. Instead, data-forward companies are switching to an alternative solution that costs far less and delivers value much faster: activating their data warehouse. A unified view of the customer is still the key challenge for marketers, but they know building one will enable them to run better campaigns with richer data to drive more ROI. However, CDPs have not lived up to their promises, with only 1% of companies meeting their current and future needs with CDPs. The main reasons why CDPs are not living up to their promises are that they don't replace data warehouses as the single source of truth for analytics, offer limited flexibility and control, and rely on engineering and long time-to-value. Instead, using a data warehouse as a customer data platform offers a true single source of truth, faster Time-to-Value, and more control and flexibility. The future of the CDP is the data warehouse, with vendors recognizing that the current CDP is incomplete and customers need to enrich and activate data from the warehouse. Warehouse-native data activation tools like Census are democratizing access to the data warehouse, making it possible for organizations to build granular segments and sync customer data to all their marketing and advertising tools without any code.