The infrastructure beneath every decision.

The service spine.

Every pipeline on the platform runs the same four services, in order. 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.
• Graphing — structuring activity and identity into the graph: who the user is, what they did, what they're trying to do.
• Decisioning — evaluating context, rules, and models to determine the right system action. Included in every Product — Decisioning is never metered.
• Activating — delivering the result where it creates value: audiences, messages, system actions.

Ingesting, Graphing, and Decisioning are included. Value is charged on Activating.

* DaaS = Data. The four services above are IaaS. Data-as-a-Service — the on-demand data service — is metered separately, per record. 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. Keeping them 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.

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.

One infrastructure, two ways in.

The same control plane is reachable two ways — pick the one that fits the team, or use both.

One unified infrastructure, dual access model.