The infrastructure beneath every decision.

The service spine.

Every pipeline on the platform runs the same five services. Four of them run in order; Sourcing is invoked by Orchestrating when a record needs data that is not yet yours. This is the canonical definition — every other page references these terms rather than redefining them.

• Ingesting — real-time collection of user actions at the edge. Included, never metered.
• Graphing — structuring activity and identity into the graph: who the user is, what they did, what they're trying to do. Suppression and dedupe. Included, never metered.
• Orchestrating — the rules governing a record in flight, including whether to source. Included, never metered.
• Activating — egress under a use case license, where the result creates value: audiences, messages, system actions. Metered, one charge per use case.
• Sourcing — acquiring data that is not yet yours. Metered, one charge per query, on the disposition that answers it.

Ingesting, Graphing and Orchestrating are included. Value is charged on egress and on data; everything that makes them possible is included.

* Ingesting, Graphing, Orchestrating and Activating are the IaaS services. Sourcing is the DaaS service, metered per query on the disposition that answers it. See how each service maps to a billable Usage on the taxonomy.

Two planes, cleanly separated.

Data planes process events. Control planes control outcomes.

The platform splits into two planes that run independently. The control plane decides; the data plane processes. Between them sits the User Activity Graph — the unified user memory that both planes read and write. Keeping the planes separate is what lets policy, models, and orchestration evolve without touching the fabric that handles every event — and lets each scale on its own.

The two planes scale and evolve independently — new models and rules ship on the control plane without disturbing the data fabric, and the data plane grows with volume without waiting on policy. The Activity Graph is what they share.

Structured intent, not static segments.

The Activity Graph organizes everything known about a user into five layers — from who they are down to what they just did. Each layer answers a different question, and together they express intent rather than guess at it.

Marketing platforms segment people. The Activity Graph understands what they are trying to do.

Every pass makes the next one smarter.

The platform runs a single loop end to end. Three steps map directly onto the service spine; the last two close the loop by feeding every outcome back into the graph.

Every action feeds the graph. The graph improves the next decision.