Merge provides a versatile platform for managing customer integrations, emphasizing the utility of Unified APIs, which offer a developer-friendly approach that normalizes data across multiple integrations. Traditionally, development teams had to build customer-facing integrations individually, a process that could take significant time and resources. Now, several modern approaches are available, including Unified APIs, embedded workflow builders, integration marketplaces, ETL and reverse ETL platforms, and the option to build integrations from scratch. Each method caters to different needs, with Unified APIs standing out for their ability to support multiple integrations efficiently, unlike embedded workflow builders that require developers to adapt workflows for each platform. Integration marketplaces focus on distributing integrations with monetization options, while ETL and reverse ETL platforms facilitate data movement between sources, although they lack the ability to normalize data across various sources. Despite the options, building integrations in-house remains resource-intensive, highlighting the importance of choosing the right integration strategy based on time, effort, and cost considerations.