One mark of a maturing tech category is that industry-specialist vendors emerge. Right on cue, we have news from Optable, a data clean room specializing in advertising applications. They just raised a $20 million Series A, bringing total funding to $23 million.
Data clean room vendor Habu has added a native integration with Google Cloud BigQuery, making it easier for companies share data without revealing sensitive information. Habu and BigQuery already have lots of other integrations, so this isn’t all that exciting. But it does illustrate the continued growth of clean rooms and of customer data-related options in BigQuery.
Disney Advertising announced its own data clean room last October and added new features last month. You can reasonably assume it’s powering their new deal with Kroger’s retail media network, which will let advertisers use Kroger data to target Disney streaming TV audiences on Hulu and to measure advertising results.
Amperity has launched Lakehouse CDP, which delivers CDP functions within “lakehouse” data stores including Snowflake and Databricks. Amperity tools for data modeling, data quality, identity resolution, generative AI, segmentation, and performance measurement will send all results to a company’s own lakehouse rather than a separate Amperity-managed database. Modules can be used independently but the real benefit here is that Amperity is one of the few “composable” CDP vendors who offer a complete set of pre-integrated CDP functions.