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The B2C CDP market is at an inflection point. 

Forrester has mapped the B2C customer data platform landscape for Q1 2026, providing an overview of 23 technology vendors across use cases, deployment models, geographic focus, and market size. Whether you’re evaluating your current CDP, planning a new implementation, or benchmarking the market, this report gives you the independent analyst view you need. imagino is one of the vendors included in the research.

Data Quality (3)

Costs are rising, implementations are stalling, and the technology vendors that will lead the next wave are already moving beyond data management into decisioning, orchestration, and agentic AI. 

  • 72% of senior marketing decision-makers say CDPs are moderately or significantly expensive to implement and maintain over three years — making value realization the defining challenge of the market right now. 
  • The market is shifting from traditional data transit toward decisioning and orchestration capabilities — and vendors that haven’t made that move are falling behind.
  • Agentic AI is the top disruptor Forrester identifies for the category, presenting a significant innovation opportunity for CDPs to expand their scope and impact on marketing. 

 

Forrester does not endorse any company, product, brand, or service included in its research publications and does not advise any person to select the products or services of any company or brand based on the ratings included in such publications. Information is based on the best available resources. Opinions reflect judgment at the time and are subject to change. This report is part of a broader collection of Forrester resources, including interactive models, frameworks, tools, data, and access to analyst guidance. For more information, read about Forrester’s objectivity here .