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What is a Digital Experience Platform (DXP)?

A Digital Experience Platform, often abbreviated as DXP or DX Platform, is software for creating and managing multi-channel digital experiences at various stages of the customer journey, such as visits to websites, apps, and targeted advertisements on other platforms.

The wide range of features provided by DXPs provides a depth and breadth of customization that is impossible to achieve without having all the elements that compose it.

This is a relatively new concept, so much so that most of the major DXPs on the market today were born only in the last decade. Being basically a flexible set of software, there is no fixed composition of tools, and each DXP tends to prioritize one or more specific features to differentiate itself and find its own market niche.

In this sense, there are three macro types of DXP:

• Open DXPs focus on designing a marketing strategy with the best tools available, and are the ideal solution for those who are already familiar with all or some software components integrated into the platform.
• Closed DXPs are all-in-one platforms that include all individual software in one unified system. They are basically a closed ecosystem created by a single vendor, and usually offer very few integrations with other software, so as to incentivize users to use the tools included in the platform as much as possible.
• Finally, hybrid DXPs are platforms that include some software, such as the CMS, and integrate with third-party software through APIs.