Historically the biggest challenge facing demand generation practitioners has been maintaining the integrity of their CRM and net new third-party contacts. A growing focus on account-based approaches has also put a microscope on contact data quality. Increasing data compliance pressures from GDPR, and and now accelerating with CCPA, are further necessitating a more strategic approach. As a result, data vendors need to meet higher standards, and low-quality data providers are been pushed out or scooped up by bigger, more technically savvy providers. In this context, it means fewer vendors and a significant improvement in the breadth and quality of third-party contact data.