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Activation and orchestration
Activation
Delivery of data and audiences to a destination
Activation makes an audience, attribute, or decision available to the system that must act, under the applicable identity, consent, and usage rules.
- When it applies
- It appears when sending audiences to media, CRM, or owned channels, and when responding in context with a decision or profile attribute.
- What it is confused with
- Publishing an audience does not guarantee the destination receives, identifies, or uses it in time. Activation includes the operating contract through to the consumer.
- Architecture consequence
- Every destination needs a purpose, identifiers, expected latency, consent policies, observability, and a retirement condition when it is no longer used.