It’s Amazon’s world; the rest of us just live in it.  Amazon Web Services (AWS) drove the point home this week by launching an Advertising and Marketing Technology Competency program that certifies vendors as capable of doing their jobs.  Proudly participating CDPs include Acquia, ActionIQ, Adobe, Algonomy, Amperity, Blueshift, CleverTap, Cordial, Tealium, Firsthive, mParticle, Treasure Data, SAS, Segment, Zeta, and likely others that I’ve missed.

India-based Rephrase.ai, which uses generative AI to create videos from a text prompt, has been acquired by an unnamed Big Tech firm that is almost surely Adobe. Rephrase says it has over 50,000 users.  The new capabilities will presumably be integrated into Adobe’s existing design tools.

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.