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Activation terms
Reverse ETL, CDPs and experimentation: putting the data to work in other systems.
Composable CDP A customer data platform assembled from separate best-of-breed tools on top of an organization's own warehouse, rather than one bundled product. Consent management platform (CMP) Software that collects, records, and enforces a person's consent choices for cookies and data collection across a site or app. Customer 360 A single, unified profile of a customer that consolidates data from every touchpoint and system into one view. Customer data platform (CDP) Software that unifies customer data from multiple sources into persistent profiles usable by marketing teams. Data clean room A controlled environment where two or more parties analyze combined data together without either side seeing the other's raw records. Identity resolution Matching data from different sources and devices to a single underlying person or household despite no shared identifier. Reverse ETL The practice of syncing modeled data from a warehouse back out into operational tools like a CRM or ad platform.