How Hybrid Activation Improves Real-Time Relevancy

Connecting both sides of customer data

Modern ecommerce teams live in two worlds.

In your cloud data warehouse, you hold the deepest view of every customer: clean order history, rich product catalog data, lifetime value models, and churn predictions. In your customer data platform, you capture real-time events, resolve identities, and power the audiences that drive offers, personalization, and lifecycle journeys.

Rokt mParticle’s Hybrid CDP is about using both together, not choosing between them. It connects real-time pipelines with your cloud data warehouse so you can activate data wherever it lives, while still delivering the relevancy customers expect at the moment they decide to buy.

This release takes that vision a step further. It makes hybrid workflows more precise, more consistent, and more flexible for the ecommerce programs that run every day, especially around the Transaction Moment, when attention and intent are highest and every message has outsized impact on revenue.

This milestone introduces two key capabilities:

• The ability to forward profiles from a composable, warehouse-defined audience that are enriched with details from an existing mParticle profile, when it exists.
• The ability to reference composable audience membership inside in-platform audience definitions, so you can mix warehouse logic and real-time logic in a single audience.

Together, these features turn hybrid from an architectural idea into a practical way to run campaigns that keep up with how customers actually shop.

The two capabilities that strengthen hybrid

Deeper profile context at activation

Composable Audiences let you define segments directly on top of warehouse tables. That is ideal for zero-copy architectures, advanced modeling, and analytics-driven user lists. The challenge shows up at activation time. If you only send the fields that exist in the warehouse, you can miss important pieces of real-time context and identity that live inside mParticle.

With this release, when you activate a Composable Audience, mParticle can enrich each profile with data from the corresponding mParticle profile, when one exists. That means the payload your destinations receive can include:

• Warehouse attributes such as lifetime value, churn scores, category affinity, or margin thresholds
• Real-time attributes from mParticle such as subscriptions and permissions, device identifiers, and other traits captured outside the warehouse

Instead of choosing between “warehouse truth” and “real-time truth,” you get both in a single, consistent profile at the moment of activation. Downstream tools see a complete picture of the shopper, which translates into better targeting, safer suppression, and more relevant experiences at checkout and beyond.

Shared audience membership across real-time and composable methods

The second capability lets you use Composable Audience membership as a first-class building block inside mParticle’s in-platform audiences.

In practice, that means you can:

• Combine Composable membership with live events, properties, and other native attributes
• Reuse the same warehouse-defined logic across real-time, scheduled, and batch-oriented audience workflows
• Bring warehouse segments into the same place you already manage omnichannel journeys and Transaction Moment experiences

This is where Hybrid starts to feel unified. Instead of maintaining separate definitions in separate tools, you can carry warehouse logic into the audiences that drive on-site experiences, email and push programs, and the offers you surface during the moment that matters most.

Why this matters for enterprise consumer brands

These capabilities are not just about architecture. They change what you can do in everyday ecommerce programs, from shaping the experience at checkout to strengthening long-term loyalty.

Dynamic eligibility that keeps up with behavior

Eligibility rules are at the heart of many transactional experiences:

• Upgrade or benefit eligibility tied to loyalty tier
• Early access or presale windows for high-value users
• Fee waivers, bundled offers, or spend thresholds

The logic behind these programs usually depends on full purchase, booking, or account history that lives in the warehouse. With hybrid activation:

• You define the eligibility logic in your warehouse, where you have the full picture
• You expose that warehouse audience in mParticle as a Composable Audience
• You reference that Composable membership inside a real-time audience, along with live events such as cart updates, booking steps, or sign-ins

As users browse, book, add items to a cart, or complete a purchase, their eligibility can update immediately and accurately. The offers they see reflect both long-term value and what they are doing right now, instead of waiting for the next list rebuild. This helps you deliver the right incentive at the exact right moment, while protecting margin and avoiding over-discounting.

More reliable suppression across channels

Suppression issues often become visible to customers when systems fall out of sync—for example:

• Retargeting that continues after a user has already converted in another channel

Hybrid activation improves suppression by unifying:

• A win-back or re-engagement message sent right after a booking, purchase, or account action
• An ad impression delivered to someone who recently unsubscribed or complained
• Real-time behavior, like purchases, bookings, opt-outs, and complaint signals
• Warehouse-defined cohorts, like VIP segments, churn-risk profiles, and high-refund-rate customers

Because Real-Time and Composable Audiences can reference one another, you no longer need separate suppression logic in each tool. Instead, you get a single, coherent view of who should and should not receive a given message, which keeps communications aligned with customer expectations and protects performance.

More relevant personalization across touchpoints

The strongest personalization combines what a customer is doing now with everything you know about them over time.

With Hybrid Audiences:

• On-site and in-app experiences can respond to live signals such as pages viewed, items added to cart, or current session context.
• At the same time, those experiences can be constrained or enriched by warehouse attributes like category affinities, discount sensitivity, or predicted value.

For example, you might:

• Show different recommendations to high-value customers than to first-time visitors, even when they are browsing the same category.
• Offer free shipping strategically based on profit margin and historical behavior, not just cart total.
• Gate high-cost incentive offers to segments that your warehouse models say are at risk of churning.

Destinations receive enriched profiles that carry both real-time and warehouse context, which allows them to run more nuanced decisioning without extra glue code. The result is personalization that feels smarter, not louder.

Turning Hybrid from concept into your default

The market is converging on a simple idea: your warehouse should be home to your deepest, most complete customer data, and your CDP should be the operational layer that makes that data usable in real-time, especially during the Transaction Moment®, when attention, trust, and intent are at their peak.

The most effective architecture isn’t one or the other; it’s both, working together.

For enterprise consumer brands, that translates into practical benefits: more precise targeting and suppression, more consistent audiences across channels, and more powerful and flexible ways to realize your customer strategy, without adding new tools or duplicating data.

The Hybrid CDP stops being just an architectural diagram, and instead becomes the new default for bringing the right data together at the right moment for every customer—unlocking more relevancy and higher revenue from every transaction.

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