CDP Vendor List Grew In First Half Of 2021, As Did Employment

Customer Data Platforms (CDPs) -- those tools used for targeting by publishers, email marketers and ecommerce brands alike -- are a hot business, judging by the CDP Institute’s latest Industry Update report. 

Twenty new CDP vendors were added to the report in the first half of 2021, split evenly between start-ups and established businesses that added a CDP capability to existing products. 

In addition, the CDP field has enjoyed accelerated growth, increased funding and strategic acquisitions during the period as firms try to transform themselves in the wake of the pandemic. 

According to the study, CDP vendors listed in prior reports added 6% more employees and 11% more venture funding during the first half of 2021. 

This tops the 1% employment growth and 3% funding growth seen in the second half of 2020.

There were a record eight CDP acquisitions and mergers during the period. 

Industry growth was strong in the Asia-Pacific region, with share of vendors growing from 13% one year ago to 17% today. Moreover, the share of employment grew from 10% to 14% overall. 

In contrast, European-based companies declined from a 39% to 38% share of vendors, and from 32% to 28% of employment. Also, Europe fell from 14% to 12% of funding. 




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