You can think of Shopify as a sort of anti-Amazon, in the sense of helping merchants compete with the ecommerce giant.  This implies helping with more than just order processing.  Along those lines, they just added Audiences, which lets merchants send customer lists to Meta and Google to help find new customers through look-alike modeling.

Digital advertising platform PubMatic’s new partnership with GroupM, WPP’s media investment group, will enable the delivery of AI-powered cohort modeling to advertisers. Using a distributed AI model developed by Resolve, the collaboration aims to generate privacy-compliant audience segments across multiple publishers simultaneously. Not only does the targeting not rely on third party cookies, it also eradicates the need for user data to be moved or shared during the ad buying process.