The applications are coming to the data and removing copies.

Everything is going to BigQuery.

That's our source of truth.

And then we're sending it out to all the different forums.

I don't want to be building the same audience five times, right? I want my audiences in BigQuery.

I want to create them once and then I want to be able to send them wherever I need them.

That's Hope Barrett, the Senior Director of Product Management for MarTech at SoundCloud.

So we're not using like the native integrations for SDKs, right? So we have the minimums, like I need to have an SDK in my app to get the mortgage user ID, but all my events are coming from BigQuery.