Google has announced real-time Reverse ETL support with Census Live Syncs for Google BigQuery, thanks to its new continuous queries feature. This enables businesses to analyze, transform, and replicate data in real time as new events arrive in BigQuery, unlocking real-time use cases such as immediate personalization, anomaly detection, and geotargeted campaigns. With this integration, companies can synchronize their data immediately as it reaches BigQuery and then push that data to downstream applications and business tools, allowing them to model 360° customer data and activate it in any business tool. The feature uses Google Cloud's event stream, Cloud Pub/Sub, allowing changes to be received, processed, and activated in a matter of seconds, making it easy for businesses to set up real-time activation flows with minimal development work required.