Which component is critical for mapping ingested data to customer profiles?

Question

Options

• AIdentity Graph
• BData Activation API
• CStreaming Data Connector
• DDULE Policies

• A
  83% (38)
• B
  11% (5)
• C
  2% (1)
• D
  4% (2)

Explanation

Identity Graph is the correct answer because it is specifically designed to stitch together multiple identifiers (email addresses, cookie IDs, device IDs, CRM IDs) and resolve them to a single unified customer profile. Without it, ingested data from disparate sources would have no mechanism to be linked to the right customer.

Option B (Data Activation API) is wrong because it handles the outbound flow - sending resolved profile data to downstream destinations - not the mapping/resolution of incoming data.

Option C (Streaming Data Connector) is wrong because it is a transport mechanism for real-time data ingestion; it moves data in but does not perform identity resolution or profile mapping.

Option D (DULE Policies) is wrong because DULE (Data Usage Labeling and Enforcement) governs how data may be used for compliance purposes - it enforces rules, it doesn't map data to profiles.

Memory tip: Think of the Identity Graph as the "who is this person?" engine - it graphs the connections between all known identifiers to answer that question before any profile can be built or activated.

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