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Looker Connects to Amazon S3 Data Lake Through Amazon Athena

Looker is a data access and analysis tool that logically restructures SQL data sources. That is, it lets analysts create metrics, dimensions, transformations, table relationships, and other structures needed for SQL queries without physically reorganizing the data.  A different Looker interface then lets non-technical users examine the data without writing SQL. Looker just announced integration with Amazon Athena, which allows SQL queries against data in an Amazon S3 data lake (which itself is not a SQL database). In simpler terms: Looker sends SQL queries to Athena which returns the answers from S3.  What matters is that marketers can query a big pool of S3 data. That could include the customer data you’d want in a CDP.

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Ad Audience Builder Viant to Acquire Adelphic Ad Buying Platform

January 24, 2017

Time Inc.-owned Viant, which manages device-based advertising profiles for 1.2 billion users, has signed an agreement to purchase Adelphic, a cross-channel programmatic ad platform. The combination will make it easier for ad buyers to reach consumers within the Viant universe. Viant sees the deal as providing an open Web alternative to advertising within “walled gardens” such as Facebook, where the garden owner controls ad delivery, pricing and data.

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GrowthLoop and TransUnion Partner to Optimize Audience Reach

April 19, 2024

GrowthLoop will use TransUnion identity data to improve U.S. consumer match rates on client files sent to advertising media such as Facebook and Google Ads.  The data should also help clients to find matches among records within their files, building more accurate customer profiles.  GrowthLoop calls itself a “composable CDP”, meaning it works with data assembled in external data warehouses.

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