While customer data platforms (CDPs) were once hailed as the ultimate tool for managing customer data, Census isn't the only one questioning whether a composable approach might make data more accessible across all teams and tools. Traditional CDP challenges, such as data silos and inefficient processes, are being addressed by a new wave of martech innovations, including cloud data warehouses (CDWs) that are set to disrupt the traditional martech stack. Cloud data warehouses are enabling a new kind of martech stack where marketing applications and warehouse data coexist, leading to more efficient and effective data utilization across marketing technology ecosystems. Census has long advocated for an approach known as the Composable CDP, which allows businesses to move away from rigid, app-centric models to a more dynamic, flexible approach. A recent product roadmap announced by Census aims to bring data quality and data activation into one single platform, called the Universal Data Platform (UDP), which solves two major data challenges: getting high-quality data in a timely manner and sharing data reliably and securely across organizations. The UDP is a collaborative workspace where everyone can transform and govern trusted data, then activate it to any internal team, partner organization, or app, marking a significant step towards unifying and activating customer data.