2025 Optimizely Data Platform release notes
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December
Optimizely released the following system tools for ODP:
- suggest_odp_audiences – Suggests new real-time audiences you can create in ODP based on your existing schema.
- odp_get_audience_list – Returns the list of existing real-time audience IDs within the connected ODP instance.
- odp_get_audience_by_id – Retrieves the full configuration and metadata for a specific real-time audience.
- create_odp_audiences – Creates a real-time audience based on a natural-language description.
October
- Added the option to push event data to customer profiles through custom fields, enabling real-time audience targeting beyond the default 28-day retention period. This enhancement improves segmentation accuracy by distinguishing between events that never occurred and those that did not occur recently, supporting more personalized, consistent experiences across channels.
- Added the option to delete a custom field. You can delete a custom field to rename it or add it again. Each ODP instance has a limitation of creating 10 active links between an event and a customer profile. You can also delete a field if you want to bypass this limitation.
Usage and billing update
Added the column Source to the Opal Usage dashboard for Optimizely Opal in the Admin Center.
September
- Added a B2B schema in ODP for Configured Commerce customers. ODP was previously B2C-only, focusing on individual-level segmentation, activation, and reporting. The new schema builds on the existing B2C foundation while preserving current features. To use ODP with Configured Commerce, configure integrations to export products, warehouses, orders, customers, user profiles, and customer user profile data.
- Added Opal-suggested real-time audiences to help customers automatically create and generate ideas for real-time audiences. This can help you deliver a data-driven, personalized customer experience without manually creating a real-time audience from scratch.
- Redesigned the homepage for new and existing customers. New customers can access a toolkit to configure integrations, build audiences, and activate campaigns. Afterwards, you can view summaries of key elements like monthly active users, the number of audiences, and get suggestions on relevant third-party integrations. You can also learn more about ODP by accessing resources in Optimizely Academy and stay updated on the latest ODP releases.
July
- Combined two segment builders into a single, unified builder called audiences. Previously, you segmented customers using two types of segment builders: standard and real-time. With audiences, you can centralize segmentation across various Optimizely products, enabling seamless creation and activation without switching between interfaces.
June
- Added the ability to configure a data retention period. You can configure how long customer data is retained in ODP and automatically delete data that falls outside the defined retention period. This helps you remove unnecessary customer data and reduces compliance risks.
- Replaced the single Compliance request API endpoint with the following new individual compliance endpoints:
- GDPR delete request (POST)GDPR delete request (POST)
- CCPA delete request (POST)CCPA delete request (POST)
- CCPA opt-out request (POST)CCPA opt-out request (POST)
- LGPD delete request (POST)LGPD delete request (POST)
- GDPR request status (GET)GDPR request status (GET)
- CCPA request status (GET)CCPA request status (GET)
- LGPD request status (GET)LGPD request status (GET)
May
- Added the ability to choose from different messaging identifiers when targeting to send profiles to Salesforce Cloud Marketing Audience in the Salesforce Cloud Marketing Audience sync integration. You can also select which data extension field you want to map to your subscriber key.
Usage and billing update
Effective May 7, 2025, access to Optimizely Opal features across Content Marketing Platform, Web Experimentation, Feature Experimentation, Personalization, Content Management System (SaaS), Collaboration, and Optimizely Data Platform will transition to a credit-based usage and billing model.
For a full list of Optimizely Opal features, see Optimizely Opal and AI featuresOptimizely Opal and AI features.
April
- Added the ability to set daily limits for API requests and downloads for the Marketo integration.
Usage and billing update
Effective May 7, 2025, access to Optimizely Opal features across Content Marketing Platform, Web Experimentation, Feature Experimentation, Personalization, Content Management System (SaaS), Collaboration, and Optimizely Data Platform will transition to a credit-based usage and billing model.
For a full list of Optimizely Opal features, see Optimizely Opal and AI featuresOptimizely Opal and AI features.
February
- Added the Organization Overview reporting dashboard, which provides an overview of your organization and campaign data.