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Data Quality Is Biggest Obstacle to Customer Data Activation: Invoca Study

Switching gears, this Invoca survey found that data quality is the most common obstacle to using customer data to optimize ad performance (46%). Privacy is next (42%), followed by too much data (31%) and collecting data from silos (28%). It’s a helpful reminder about a problem that’s easy to overlook when you’re planning that oh-so-sexy CDP.

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CDP Industry is Growing Again: CDP Institute

July 10, 2025

With CDP vendors increasing their workforces by 3.4% in six months, compared with an average of 0.2% each six months over the prior two years, the sector seems to be growing again, according to our own semi-annual industry update. There is much talk of composable CDPs but they still employ no more than 5% of the sector workforce. What is a clear trend is the acquisition of independent CDPs by vendors interested in adding a CDP to a larger system (usually an activation system).

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