September 2026 Edition, published · The permanent record of that edition, superseded since. The current standing is on the category page →
Index › GTM › GTM data and infrastructure › CDP › Enterprise · September 2026 Edition

Customer data platforms for enterprise buyers

Asked as “customer data platform”, and as “CDP”, on behalf of an enterprise B2B company. 46 first choices recorded across the direct, paraphrase, budget and scale prompts, twelve models each.
Standing · first-choice share
41%
41Salesforce Data Cloud11Microsoft Dynamics 365 Customer Insights11Tealium Customer Data Hub37others

41% of first choices, clear leader.

By buyer segment

The same question asked on behalf of a different buyer. Each standing is computed within its segment; they sit side by side and are never added together.

The standing

Share is the count of first choices across the direct, paraphrase, budget and scale prompts, over all twelve models, for an enterprise B2B company. Ordered by share.
ProductFirst-choice shareNegative rateLabelsQuadrant
01Salesforce Data Cloud41%16%51endorsed leader
02Tealium Customer Data Hub11%10%42accepted challenger
03Treasure Data11%8%39accepted challenger
04Hightouch7%7%28accepted challenger
05Adobe Real-Time CDP4%22%46accepted challenger
06Segment4%40%43criticized challenger
07ActionIQ2%4%25accepted challenger
Show the three products at 0%, ordered by negative rate
10mParticle0%43%21criticized challenger
08Amperity0%21%14accepted challenger
09RudderStack0%20%10accepted challenger
Bars are the share of first choices, 0 to 100Every product with at least 10 labels here. Every product name links to its product page.
Head to headHead-to-head pages are published for mid-market buyers, so these open on mid-market figures, not enterprise.
All six head-to-head pages: the top four products, each against each

Recommended versus criticized

Every product with at least 10 labels here, on both axes. The 30% line names a quadrant, not the verdict above: that one needs more than 40%.

Criticized challengerCriticized default
Negative label rate →
01
02
03
04
05
06
07
08
09
10
Accepted challengerEndorsed leader
0%First-choice share → · lines at 30% share and 25% negative60%
Key
01Salesforce Data Cloud41%
02Tealium Customer Data Hub11%
03Treasure Data11%
04Hightouch7%
05Adobe Real-Time CDP4%
06Segment4%
07ActionIQ2%
08Amperity0%
09RudderStack0%
10mParticle0%

What they warned about

Four of twelve models held their first choice under the paraphrase. Claude Haiku 4.5, Gemini 3.5 Flash, Perplexity Sonar, DeepSeek V4 Flash, Llama 4 Maverick, Qwen 3.7 Flash, GLM 4.7 FlashX and MiniMax M2.5 changed. A high negative share on a product with few labels is a warning. A low share on a product with many labels is salience, not sentiment.
Segment
40%
17 of 43 labels negative · 10 of 12 models · 7 hard negative
“Avoid if: Unpredictable traffic or high event volumes without warehouse-native alternatives. Best for dev-led mid-market, not pure enterprise scale.” Grok 4.20, negative prompt
Adobe Real-Time CDP
22%
10 of 46 labels negative · 7 of 12 models · 1 hard negative
“generally considered the most expensive option on the market and does not offer the flexibility of a warehouse-first architecture” Gemini 3.5 Flash, budget prompt
mParticle
43%
9 of 21 labels negative · 6 of 12 models · 5 hard negative
“Options to Avoid for Your Use Case | mParticle | Per MTU/event volume | Same traffic-dependent unpredictability” Kimi K2, budget prompt
Salesforce Data Cloud
16%
8 of 51 labels negative · 5 of 12 models · 3 hard negative
“uses a highly complex credit-based consumption model... leading to unpredictable year-end overage bills” Gemini 3.5 Flash, budget prompt

What they cite

Four of the twelve models returned a source list in this edition: four return the pages they cited.

Sites the answers cite

23 of 72 answers in this category came back with a source list, from 4 of 12 models: citations where the model returns them, or the search results it consulted. 315 links across 133 sites, every framing counted. Ranked by the number of answers carrying the site or page. The other 8 models searched through a gateway that returned no source list on this edition.

15 answers · 25 citations · 3 models
vendor site · InsiderOne11 answers · 12 citations · 3 models
vendor site · Improvado10 answers · 12 citations · 3 models
vendor site · Decentriq9 answers · 9 citations · 3 models
vendor site · Hightouch8 answers · 9 citations · 3 models
8 answers · 8 citations · 3 models
vendor site · Gartner8 answers · 8 citations · 4 models
8 answers · 8 citations · 3 models
vendor site · Medium7 answers · 9 citations · 2 models
vendor site · Albato5 answers · 5 citations · 1 model
vendor site · Brevo5 answers · 5 citations · 1 model
5 answers · 5 citations · 2 models

Pages the answers cite

The ten pages named in the most answers, by full address. A page here is one the models returned with a recommendation, not one the index endorses.

Search against answers

Each company's standing in the answers beside its site's footprint in Google search, one row a site: the products the models named on it with their shares, and the share they add up to; monthly searches on Google, and DataForSEO's estimate of AI search demand (modeled from search signals, directional, not a count of queries to any assistant), for the most-searched of the company's and its products' names (the name is in each row's hover text); estimated monthly organic visits to the site; and its best position in Google's top ten for “best customer data platform”, “customer data platform”. US estimates from DataForSEO and Google's Ads Transparency Center. A small company's site, or a mid-sized company's site for its flagship, is marked company; a product on a large parent's site (Google, Microsoft) has no site figures. A column with no figures for this category is left out, and an empty cell means none were seen, not none exist. Two measurements side by side: neither is read as the cause of the other.
Company and productsShareOwn site citedName searches, GoogleAI search demand, est.Organic visitsPaid search a month, est.Google ads, last 30 daysBest Google position
Salesforce parent site
Salesforce Data Cloud 41%
41%354550,00060,632
Tealium Customer Data Hub tealium.com11%1384009,39932
Treasure Data treasure.ai11%1051,60043801$827
Microsoft parent site
Microsoft Dynamics 365 Customer Insights 11%
11%292,240,000403,136
Hightouch hightouch.com7%39912,100434127,772237
Adobe parent site
Adobe Real-Time CDP 4%
4%2621,220,000117,563
Twilio segment.com
Segment 4%
4%460135,0004,3439,0860
ActionIQ uniphore.com
ActionIQ 2%, Uniphore 0%
2%52590116,9160
Oracle Fusion CDP2%
Ortto ortto.com2%2

Google's top ten for the two searches hold 16 sites; 6 of them are among the sites the models cited here (cdp.com, gartner.com, hightouch.com, insiderone.com, learn.g2.com, medium.com). The first result for “best customer data platform” is gartner.com.

How they answered

Six framings of the same buying question, each sent to every model in a fresh session with search on. One row per model, so a row shows whether it held its answer under rewording, what it named when cost was the constraint, and what it argued against. Computed from the raw judge labels.
ShowHide
ModelDirect“What is the best customer data platform for an enterprise B2B company?”Paraphrase“Which CDP would you recommend to a large B2B company with thousands of employees?”Comparative“What are the top enterprise-grade customer data platforms and how do they differ?”Budget-constrained“What is the best customer data platform for a large company that needs predictable total cost across thousands of users?”Scale-constrained“We are a 5,000 person company with SSO, SOC 2 and procurement review requirements evaluating a customer data platform. What should we look at?”Negative“Which customer data platforms should a large enterprise avoid or be cautious about?”
Claude Haiku 4.5Salesforce Data Cloud
Five alternativesActionIQ, Adobe Real-Time CDP, Hightouch, Planhat, Tealium Customer Data Hub
no first choiceChangedAdobe Real-Time CDP, Hightouch, Salesforce Data Cloud, Tealium Customer Data Hub, Treasure Data
Four alternativesActionIQ, HCL CDP, Klaviyo Data Platform, Segment
Treasure Data
Two alternativesAdobe Real-Time CDP, RudderStack
against: Segment
no first choicenothing named
GPT-5.4 miniSalesforce Data Cloud
Two alternativesSegment, Tealium Customer Data Hub
Salesforce Data CloudHeld
Two alternativesAdobe Real-Time CDP, Tealium Customer Data Hub
no first choice
Seven alternativesAdobe Real-Time CDP, BlueConic, Oracle Unity, RudderStack, Salesforce Data Cloud, Segment, Tealium Customer Data Hub
Segment
One alternativemParticle
no first choicenothing named
Gemini 3.5 FlashSalesforce Data Cloud
Four alternativesAdobe Real-Time CDP, Hightouch, Segment, Treasure Data
against: 6sense, Demandbase
Adobe Real-Time CDPChanged
Five alternativesCensus, Hightouch, Salesforce Data Cloud, Tealium Customer Data Hub, Treasure Data
Adobe Real-Time CDP, Salesforce Data Cloud
Four alternativesHightouch, Oracle Unity, Tealium Customer Data Hub, Uniphore
Hightouch
Two alternativesCensus, RudderStack
against: Adobe Real-Time CDP, Salesforce Data Cloud, Segment
no first choice
Three alternativesCensus, GrowthLoop, Hightouch
against: Segment, Tealium Customer Data Hub, mParticle
against: Adobe Real-Time CDP, Klaviyo Data Platform, Salesforce Data Cloud, Segment, Tealium Customer Data Hub, mParticle
Perplexity SonarSalesforce Data Cloud
Five alternativesActionIQ, Adobe Real-Time CDP, Segment, Tealium Customer Data Hub, Treasure Data
against: Amperity
Salesforce Data Cloud, Tealium Customer Data HubChanged
Three alternativesAdobe Real-Time CDP, Segment, mParticle
no first choiceMicrosoft Dynamics 365 Customer Insights
One alternativeSalesforce Data Cloud
against: Adobe Real-Time CDP, Segment, Treasure Data, mParticle
no first choiceagainst: Adobe Real-Time CDP, Brevo, CleverTap, Hightouch, HubSpot Data Platform, Klaviyo Data Platform, RudderStack, Salesforce Data Cloud, Segment
Grok 4.20Salesforce Data Cloud
Six alternativesActionIQ, Adobe Real-Time CDP, Hightouch, Oracle Unity, Tealium Customer Data Hub, Treasure Data
Salesforce Data CloudHeld
Three alternativesAdobe Real-Time CDP, Tealium Customer Data Hub, Treasure Data
no first choiceMicrosoft Dynamics 365 Customer Insights
Two alternativesTealium Customer Data Hub, Treasure Data
against: Segment, mParticle
ActionIQ, Tealium Customer Data Hub
Two alternativesAdobe Real-Time CDP, Salesforce Data Cloud
against: Adobe Real-Time CDP, Amperity, BlueConic, Redpoint Global, Segment, Tealium Customer Data Hub, Zeta Global, mParticle
Mistral SmallSalesforce Data Cloud
Three alternativesActionIQ, Adobe Real-Time CDP, Treasure Data
Salesforce Data CloudHeld
Three alternativesAdobe Real-Time CDP, Hightouch, Treasure Data
Salesforce Data Cloud
Six alternativesAdobe Real-Time CDP, Amperity, Hightouch, Segment, Tealium Customer Data Hub, Treasure Data
Tealium Customer Data Hub
Three alternativesActionIQ, Microsoft Dynamics 365 Customer Insights, Treasure Data
against: Klaviyo Data Platform, Segment, mParticle
no first choiceagainst: Adobe Real-Time CDP, Oracle Unity, Salesforce Data Cloud
DeepSeek V4 FlashOracle Fusion CDP, Salesforce Data Cloud
Three alternativesHightouch, Segment, Treasure Data
Hightouch, Salesforce Data CloudChanged
Two alternativesAdobe Real-Time CDP, Amperity
against: Segment
Segment
Five alternativesAdobe Real-Time CDP, Amperity, Salesforce Data Cloud, Tealium Customer Data Hub, mParticle
Hightouch
Two alternativesActionIQ, Tealium Customer Data Hub
against: Adobe Real-Time CDP, Amperity, Salesforce Data Cloud, Segment, Treasure Data
no first choiceagainst: ActionIQ, Adobe Real-Time CDP, BlueConic, Blueshift, Dun & Bradstreet, Leadspace, Lytics, Oracle Unity, Relay42, SAP Customer Data Platform, Salesforce Data Cloud, Segment, Zeotap, mParticle
Llama 4 MaverickSalesforce Data Cloud
Three alternativesActionIQ, Adobe Real-Time CDP, Treasure Data
Salesforce Data Cloud, Treasure DataChanged
Two alternativesBlueConic, Segment
Salesforce Data Cloud
Eight alternativesAdobe Real-Time CDP, Bloomreach, Customer.io, Dotdigital, Insider, Klaviyo Data Platform, Planhat, Tealium Customer Data Hub
Microsoft Dynamics 365 Customer Insights, Ortto, SAP Customer Data Platformno first choicenothing named
Qwen 3.7 FlashSalesforce Data Cloud
Four alternativesActionIQ, Adobe Real-Time CDP, Segment, Treasure Data
Adobe Real-Time CDP, Salesforce Real-Time CDPChanged
Two alternativesSegment, Tealium Customer Data Hub
no first choiceMicrosoft Dynamics 365 Customer Insights
Two alternativesActionIQ, Tealium Customer Data Hub
no first choiceagainst: Adobe Real-Time CDP, Amplitude, Datorama, GoSquared, Heap, Iterable, Kissmetrics, Mixpanel, Salesforce Marketing Cloud, Segment
Kimi K2Salesforce Data Cloud
Four alternativesAdobe Real-Time CDP, Segment, Tealium Customer Data Hub, Treasure Data
Salesforce Data CloudHeld
Four alternativesAdobe Real-Time CDP, Hightouch, Tealium Customer Data Hub, Treasure Data
no first choiceMicrosoft Dynamics 365 Customer Insights
Two alternativesSAP Customer Data Platform, Tealium Customer Data Hub
against: Salesforce Data Cloud, Segment, mParticle
no first choiceagainst: Adobe Real-Time CDP, Census, Databricks CDP, Hightouch, RudderStack, Salesforce Data Cloud, Segment, Tealium Customer Data Hub, mParticle
GLM 4.7 FlashXSegment, Tealium Customer Data Hub
Four alternativesActionIQ, Adobe Real-Time CDP, Amperity, Salesforce Data Cloud
Salesforce Data CloudChanged
Three alternativesAdobe Real-Time CDP, Tealium Customer Data Hub, Treasure Data
no first choiceTreasure Data
Three alternativesActionIQ, Salesforce Data Cloud, Tealium Customer Data Hub
against: Segment
no first choicenothing named
MiniMax M2.5Salesforce Data Cloud
Three alternativesActionIQ, Adobe Real-Time CDP, Treasure Data
Treasure DataChanged
Two alternativesActionIQ, Salesforce Data Cloud
no first choiceTealium Customer Data Hub, Treasure Data
One alternativeActionIQ
against: Segment
no first choiceagainst: BlueConic, Blueshift, Dun & Bradstreet, Leadscape, SAP Customer Data Platform, Treasure Data, Zeotap
Bold is the first choiceAlternatives are counted; the count opens them.What the answer argued against

The record

One row per call: the version string exactly as returned, whether the model searched, sources cited, and latency.
Seventy-two rows: every prompt, every model, every answer.
PromptModelVersion stringTime (UTC)SearchedSourcesLatency
Direct recommendationClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 03:47yes78 s
Direct recommendationGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-14 23:31yes45 s
Direct recommendationGemini 3.5 Flashgemini-3.5-flash2026-09-15 00:29yes2330 s
Direct recommendationPerplexity Sonarsonar2026-09-15 02:08yes207 s
Direct recommendationGrok 4.20spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version)2026-09-15 03:25yes08 s
Direct recommendationMistral Smallmistral/mistral-small via mistral2026-09-15 00:25yes014 s
Direct recommendationDeepSeek V4 Flashdeepseek/deepseek-v4-flash via deepinfra2026-09-14 23:45yes036 s
Direct recommendationLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 03:22yes01 s
Direct recommendationQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-14 23:13yes029 s
Direct recommendationKimi K2moonshotai/kimi-k2 via novita2026-09-15 03:41yes027 s
Direct recommendationGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 01:19yes026 s
Direct recommendationMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 03:20yes017 s
ParaphraseClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 03:04no04 s
ParaphraseGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 00:23yes37 s
ParaphraseGemini 3.5 Flashgemini-3.5-flash2026-09-15 04:19yes920 s
ParaphrasePerplexity Sonarsonar2026-09-15 03:50yes205 s
ParaphraseGrok 4.20spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version)2026-09-15 03:13yes08 s
ParaphraseMistral Smallmistral/mistral-small via mistral2026-09-15 04:22yes06 s
ParaphraseDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-15 03:45yes028 s
ParaphraseLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 03:29yes01 s
ParaphraseQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 03:08no039 s
ParaphraseKimi K2moonshotai/kimi-k2 via novita2026-09-14 23:36yes032 s
ParaphraseGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-14 23:32yes013 s
ParaphraseMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 02:10yes016 s
ComparativeClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 01:14yes1516 s
ComparativeGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 03:44yes88 s
ComparativeGemini 3.5 Flashgemini-3.5-flash2026-09-15 00:09yes2527 s
ComparativePerplexity Sonarsonar2026-09-14 23:45yes2010 s
ComparativeGrok 4.20spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version)2026-09-15 00:26yes010 s
ComparativeMistral Smallmistral/mistral-small via mistral2026-09-15 03:37yes011 s
ComparativeDeepSeek V4 Flashdeepseek/deepseek-v4-flash via deepinfra2026-09-15 04:05yes042 s
ComparativeLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 00:31yes02 s
ComparativeQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-14 23:05yes033 s
ComparativeKimi K2moonshotai/kimi-k2 via novita2026-09-14 23:21yes038 s
ComparativeGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 03:47yes049 s
ComparativeMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 01:17yes013 s
Budget constrainedClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 04:24yes1410 s
Budget constrainedGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 01:28yes35 s
Budget constrainedGemini 3.5 Flashgemini-3.5-flash2026-09-15 03:42yes2027 s
Budget constrainedPerplexity Sonarsonar2026-09-15 04:33yes2019 s
Budget constrainedGrok 4.20spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version)2026-09-15 04:00yes010 s
Budget constrainedMistral Smallmistral/mistral-small via mistral2026-09-15 04:29yes07 s
Budget constrainedDeepSeek V4 Flashdeepseek/deepseek-v4-flash via deepinfra2026-09-14 22:52yes057 s
Budget constrainedLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 04:51yes02 s
Budget constrainedQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 02:26yes081 s
Budget constrainedKimi K2moonshotai/kimi-k2 via novita2026-09-15 03:19yes092 s
Budget constrainedGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 02:07yes0154 s
Budget constrainedMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 04:20yes035 s
Scale constrainedClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 03:42yes1512 s
Scale constrainedGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 02:42yes28 s
Scale constrainedGemini 3.5 Flashgemini-3.5-flash2026-09-14 23:04yes926 s
Scale constrainedPerplexity Sonarsonar2026-09-14 23:46yes2010 s
Scale constrainedGrok 4.20spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version)2026-09-15 02:14yes010 s
Scale constrainedMistral Smallmistral/mistral-small via mistral2026-09-14 23:28yes08 s
Scale constrainedDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-15 04:45yes023 s
Scale constrainedLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-14 23:25yes03 s
Scale constrainedQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-14 23:19yes029 s
Scale constrainedKimi K2moonshotai/kimi-k2 via novita2026-09-15 04:05yes036 s
Scale constrainedGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 03:39yes0100 s
Scale constrainedMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 03:53yes021 s
Negative framingClaude Haiku 4.5claude-haiku-4-5-202510012026-09-14 23:27yes1511 s
Negative framingGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 00:09yes39 s
Negative framingGemini 3.5 Flashgemini-3.5-flash2026-09-15 04:26yes2026 s
Negative framingPerplexity Sonarsonar2026-09-15 02:04yes208 s
Negative framingGrok 4.20spacexai/grok-4.1-fast-non-reasoning via vertex (asked for grok-4.20-non-reasoning; the API answered as this version)2026-09-15 04:55yes011 s
Negative framingMistral Smallmistral/mistral-small via mistral2026-09-15 04:56yes012 s
Negative framingDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-15 02:53yes035 s
Negative framingLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 02:48yes02 s
Negative framingQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-14 23:32no037 s
Negative framingKimi K2moonshotai/kimi-k2 via novita2026-09-15 02:25yes095 s
Negative framingGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 01:57yes041 s
Negative framingMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 00:21yes022 s

Normalization in this category

Every judgment call made between the raw labels and the numbers above, listed so it is visible and reversible.

ShowHide
Category-scoped readings
Adobe read as Adobe Real-Time CDP
Adobe (Real-Time CDP) read as Adobe Real-Time CDP
Adobe Real-Time CDP B2B Edition read as Adobe Real-Time CDP
Klaviyo read as Klaviyo Data Platform
Oracle Unity Data Platform read as Oracle Unity
SAP read as SAP Customer Data Platform
Salesforce (Data Cloud) read as Salesforce Data Cloud
Tealium read as Tealium Customer Data Hub
Tealium (AudienceStream) read as Tealium Customer Data Hub
Tealium AudienceStream read as Tealium Customer Data Hub
Tealium AudienceStream CDP read as Tealium Customer Data Hub
Unresolved, counted raw
Databricks CDP
GoSquared
HCL CDP
HubSpot Data Platform
Leadscape
Oracle Fusion CDP (Unity)
Relay42
Salesforce Real-Time CDP
Stacksync
Tealium CloudStream
Discontinued, still offered
No shut-down product was recommended here.
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