What happens when a Unified Profile has no Individual sourced from Marketing Cloud?

• A. New records are introduced to Marketing Cloud in the Unified Audience Activation.
• B. Refers to Individuals originally sourced from Journey Builder.
• C. Creates a new Unified Individual in Data Cloud.
• D. It will exclude any field labeled Individual ID.

Answer: (A)

When you activate a Unified Audience from Data Cloud into Marketing Cloud, identity mapping determines how profiles are handled across systems. If a Unified Profile has no Individual sourced from Marketing Cloud, there’s nothing in Marketing Cloud to update or attach to. In that case, the activation flow creates new Marketing Cloud records for that unified profile, effectively provisioning new Marketing Cloud Individuals so the audience can be activated and used. Once these Marketing Cloud records exist, future activations can map to them instead of creating duplicates. This behavior ensures that every unified profile can be activated even when there’s no prior Marketing Cloud identity.