AdTech & MarTech
We unify customer signals from every touchpoint, resolve identities into a Customer 360, and activate intelligent audiences across marketing and advertising channels.
Reference architecture
A reference architecture we adapt to each organisation's existing platforms, constraints and goals.
Capabilities
Composable CDP patterns built on your own data platform.
Deterministic and probabilistic matching across devices and channels.
A unified profile of each customer, their behaviour and their value.
Rule-based and model-driven audiences ready for activation.
Propensity, lifetime value and next-best-action models.
Journeys and campaigns triggered by real customer signals.
Relevant content and offers across web, app and messaging.
Integration with marketing automation and CRM platforms.
Audience activation to ad platforms such as Meta Ads and Google Ads.
Closed-loop measurement of campaign and media performance.
Use cases
Build CDP capabilities on your existing data platform rather than duplicating data into another silo.
Use propensity and value models to target the right customers and suppress the wrong ones.
Connect audiences to Meta Ads, Google Ads and the Adobe ecosystem.
Engagement pattern
A representative engagement pattern for this solution area.
Customer Intelligence
Explore more
Modern, governed data platforms on the cloud — engineered for scale, reliability and AI readiness.
Generative AI, RAG and agentic systems engineered for enterprise reliability, security and control.
Data science, machine learning, model training and LLM fine-tuning — from experiment to monitored production model.
From business intelligence to decision intelligence — analytics that changes what people do next.
FAQ
A composable customer data platform builds CDP capabilities — identity resolution, unified profiles, segmentation and activation — directly on your existing data warehouse or lakehouse, instead of copying customer data into a separate packaged CDP. It reduces data silos and keeps governance in one place.
Identity resolution links records from web, mobile, CRM, transactions and marketing systems that belong to the same person or household, using deterministic matches such as email or login and, where appropriate, probabilistic signals. It is the foundation of a Customer 360 view.
Audiences can be activated to advertising platforms such as Meta Ads and Google Ads, the Adobe Experience Cloud ecosystem, and CRM, email and marketing automation tools, with results fed back for closed-loop measurement.
Let's explore what you can build with your data.
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