The world's #1 Customer Data Platform (CDP), Twilio Segment, has released its yearly exploration of how customer data is driving customer engagement globally. The pandemic predicted that CDPs would become essential components of every business' tech stacks, and this prediction has been borne out by new trends powering CDPs to new heights. Third-party data is facing a death knell due to regulators and technology giants limiting its collection, sharing, and processing. As a result, CDPs have become pivotal in upholding privacy while making customer engagement more personal. Customer adoption of the Twilio Segment platform has shown explosive growth in data volume, with record numbers of API calls during seasonal events like Black Friday weekend. The top apps connected to the platform provide insight into what matters to companies today, including data warehousing tools and digital advertising tools. Tech stack consolidation continues as companies opt for integrated suites over best-of-breed solutions. The rise of first-party data is accelerating, helping businesses improve data accuracy and control.