With the Google Cloud Next conference in full swing, cloud data management platform Informatica has launched a Master Data Management Extension for BigQuery to support rapid onboarding of master data. This should enable rapid deployment of CDPs and generative AI solutions on Google Cloud. Ad agency group WPP will integrate Google Gemini (formerly Bard) with WPP Open, its AI-powered marketing operating system.
Netflix will boast one-fifth of U.S. OTT subscriptions this year, more than any other service, according to eMarketer’s Q1 digital video forecast. OTT subscription revenues will exceed those of traditional pay TV for the first time in 2025; the cable is finally being cut. Nevertheless, the rate at which subscriptions to pay TV and OTT combined is growing has slowed since 2023 and is likely to continue slowing through 2027.
Snap and Snowflake are experimenting with an integration between Snap’s conversion APIs and Snowflake’s Marketing Data Cloud. Once the integration is rolled out, marketers will be able securely to share data like targeting and conversions, without building a custom back-end integration. Alongside the Google Cloud news, this is further evidence that data clouds are taking a more central role in the marketing technology space.
CDP and marketing cloud vendor Zeta Global announced an agreement to purchase LiveIntent, which helps companies do email-based advertising. The deal will let Zeta expand its identity graph, enter the publisher monetization business, and accelerate its mobile and retail media products. Zeta will pay $77.5 million in cash and $172.5 million in common stock, with potential for additional payments based on performance.