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Stop bidding against yourself for the same person across Meta, Google, TikTok, and the rest, by maintaining a single live audience exclusion the platforms read
Push first-party signals (predicted value, churn flag, recent conversion) to ad platforms as bid modifiers so the platforms stop paying premium for impressions that will not convert
Pick the cheapest channel that achieves the outcome (owned email before owned push before paid social) rather than firing every channel by default, and reserve the expensive channels for the moments they earn
Merge the customer records that drifted apart over time, with the matching rules, the merge decisions, and the rollback path that lets a wrong merge be undone
Cap contact at the person, not per channel, so the customer stops getting hit five times a day by systems that do not talk to each other