CDP Consolidation Is Here: Audit the Data Boundary Before Renewal
New CDP releases are moving identity, activation, and orchestration into the customer’s warehouse. Here is how to audit data ownership before renewing another platform.
Tag: revops
4 posts
Server-Side CAPI Is Only Half the Fix
The Conversions API solves transport, not identity. Here are the three identity-resolution gaps that quietly break B2B attribution after you go server-side — and the checklist to close them.
Reverse ETL Is Quietly Replacing the MQL Handoff
The martech landscape stopped growing this year and the first SaaS generation is cycling out. Underneath that headline, warehouse-native activation is dissolving the MQL queue — here is what changed and what to do about it.
Incrementality Testing on a $50k Budget: The Geo-Holdout Design
Platform lift studies lock out mid-market advertisers on conversion volume, not spend. Geo holdouts don't care how many conversions you have. Here's how to design one you can actually defend in a budget meeting.