Stage 05 of 07 · Identity across the lifecycle
Activate is where the resolved profile — and its consent state — reaches the channels that act on it: ESP, ad platforms, on-site personalization. If consent doesn't travel with the identifier, activation isn't a marketing risk, it's a compliance one.
Last reviewed 27 Sept 2026
The stale consent
The ESP syncs the full contact record on a schedule, but `consent_state` updates in the CDP in real time. A customer withdraws marketing consent at 9am; the campaign that sends at 10am was queued from an 8am sync.
Tell — you find out from a complaint, or from the regulator, whichever comes first.
What resolved looks like
Consent state is part of the identifier payload, not a separate feed reconciled after the fact — activation checks it at the moment of send. Iterable, Emarsys and ad-platform integrations all support event-time consent checks; most implementations default to batch instead.
Systems that read this stage — Iterable · Emarsys · ad platforms
consent_statecampaign_id