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Architecture models
Warehouse-native CDP
Warehouse-native CDP architecture
A warehouse-native architecture models profiles and audiences on the warehouse and exposes them to activation tools without maintaining another central copy as the source of truth.
- When it applies
- It fits when data is already consolidated and governed in the warehouse, and the main need is to make it operational in channels and external platforms.
- What it is confused with
- It does not turn the warehouse into an immediate-response system by itself. Batch activation, incremental sync, and request-time decisions require different architectures.
- Architecture consequence
- Latency, identity resolution, profile semantics, and reverse ETL operations must be designed explicitly for each consumer.