Data clean rooms enable ad targeting without revealing consumer identities. Optable, a clean room designed with prebuilt integrations to ad delivery platforms, just made its product available in the Google Cloud Marketplace. The result will be easier deployment of Optable for Google Cloud customers.
This Coveo report clarifies why identifying anonymous website visitors is so helpful. They report that more than half of retail website customers identify themselves by logging in during only one-quarter of their visits. The survey also asks about martech products: CDP ranked last in purchase intent among “winners”, at 36%. CRM (59%), ecommerce (55%) and order processing (52%) headed the list. Non-winners were even less likely (29%) to buy a CDP.
CDP Zeotap has added the ability to include data not directly tied to an individual customer, including transactions, account information, and product catalog details. The “Non-Customer Entity Data” feature broadens the amount of data available for segmentation and journey orchestration. While not unique to Zeotap, it is still relatively rare.
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.