Fullthrottle.ai, a first-party data provider for brands and agencies, has launched SafeMatch, a household-level identity resolution solution. SafeMatch will ingest transaction data and connect it with household customer profiles in a privacy-compliant manner. It will also help connect site visits with sales, thus offering attribution insights.
LiftEngine, a consumer data services agency, has announced a new partnership with customer data platform Klaviyo. LiftEngine will offer Klaviyo customers access to its Launchpad solution, appending demographic and vertical-specific data to Klaviyo profiles. It will also help its own customers migrate to also help its clients migrate to Klaviyo’s new CDP platform.
After several delays, Google has finally begun to deprecate third-party cookies in its widely used Chrome browser. The initial step, taken on January 4, was to offer a randomly chosen 1% of Chrome users (some 30 million people) the opportunity to opt out of being tracked. Full deprecation of cookies is still set for later this year.
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.