Now that Zoom meetings are part of almost everyone’s life, you may care what Zoom the company is up to. Which is, they just bought message encryption vendor Keybase and will start offering end-to-end encryption on paid accounts. They also made promised not to listen in on customer meetings or to enable decryption by government agencies, in case you thought they might.

In actual business news, retail marketing automation vendor Listrak has added identity resolution to its bag of tricks. Its new GXP platform converts anonymous to known traffic and finds cross-channel identifiers. Listrak already built a unified customer profile so it’s not entirely clear what’s new here.

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.