Highly configurable and extensible but lacking in some UI and usability areas

address first party audience in paid media without 3P cookies (upsell, retention, recommitment, cross sell campaigns)
process digital data and forward to decisioning systems
send offline conversions to paid media conversions API > improve algorithm learning and media efficiency
replace legacy tech (DMP)
single view of customer across devices

ability to collect and manage first-party data: strong in this area, good range of onboarding options for offline sources, and user friendly e2e data flow throughout the product (TIW > Events Stream > Audience Stream)
address third-party cookie deprecation: strong in this area, any Id type can be used and sent to any destination. good that we can also hash pii using functions as we ingest it. only negative here is that we can't send 3P cookie IDs to facebook (whereas we could with our legacy tool); 3P cookies aren't deprecated yet
personalize the customer experience: we mainly use adobe target for this and we have found that the OOTB integration cannot handle data at the volumes we need it to, and client side integration via data layer enrichment has too much latency and is prone to timeout or drop out following a subdomain switch. we are now investigating a third option for this integration (visitor profile API) but not yet cracked this use case for our larger markets.
improve your organization’s marketing/CX performance: we found facebook CAPI integration to be very beneficial for performance of paid campaigns