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The Center of Gravity Moved. Activation Didn’t.

calendar_today August 5, 2026 person Nick Albertini domain tealium

The center of gravity in the customer data stack has moved to the data cloud, and it makes sense. But storage consolidation was sold to the market as stack consolidation, and marketing teams are being asked to give up something they were never supposed to hand over. Something real happened over the last three years.

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