CDP Institute

Self-described composable CDP GrowthLoop is making its AI-powered audience generation available as a native app on Snowflake Data Cloud. This means marketers will be able to use the solution without their data leaving Snowflake. Having the audience generator running alongside the data should increase campaign launch velocity.

A new partnership between Oracle and Shopify will see Oracle Unity CDP integrated with Shopify’s commerce platform. Joint Oracle and Shopify customers will be able to create more personalized commerce experiences using Unity data. The integration will also support AI-powered recommendations and offers.

In two stories on a collision course, the Trustworthy Accountability Group has restored the brand safety certification that it tore from X, the platform previously known as Twitter, back in March. Apple, IBM and other companies had suspended advertising after their content appeared in proximity to pro-Nazi posts. Meanwhile, Pew Research has identified X as having the highest rate of inaccurate reporting as gauged by users (86% have seen false news; 37% see it regularly).

Following a dramatic decline in revenues from its advertising business, Oracle announced it was exiting the space during its fiscal Q4 2024 earnings call. The decline was precipitous, from $2 billion in 2022 to $300 million in fiscal year 2024. The decision comes despite a history of costly adtech acquisitions.

Only two years after embarking on an initiative to enable advertisers to manage and measure ads across online and offline channels, the ANA has declared the system independent. The new company, Aquila, will continue to help marketers manage reach and frequency across all media platforms. It is already working with Accenture on technical requirements and Kantar Media on developing a new cross-media consumer panel for calibration.

Nielsen is partnering with data collaboration platform LiveRamp to power audience planning and measurement in Nielsen ONE. The partnership will connect first- and third-party data sources via LiveRamp to Nielsen’s advertising suite. The deal includes LiveRamp’s RampID identity graph, enabling advertisers to build and evaluate audiences at scale for cross-platform campaign planning and measurement.

Retail media network campaign measurement and optimization can now be centralized on NEON, Night Market’s single platform offering the first standardized measurement capability across networks. This will enable comparative evaluation of ROI, a particular challenge in the fragmented retail media universe.

Experian has added a third-party data onboarding service to its first-party and offline data capabilities. This eliminates the need to use other vendors to append online identifiers to the offline records, making it easier to use Experian data for targeting across channels.

Unless you live under a rock inside a cave with no wifi service, you’ve already heard about Apple’s AI “for the rest of us” announcement this week. We’ll note here that it included a variety of privacy features, which have received unusually positive reviews from the generally-skeptical privacy community.

Europe-based CDP Relay42 will embed Amazon QuickSight, a unified business intelligence service, into its insights module. QuickSight will harvest customer data across online and offline channels to supplement Relay42’s customer insights. The Relay42 module also offers the capability of querying data using natural language prompts.

RudderStack, which describes itself as a “warehouse-native” CDP, is making RudderStack customer profiles available to Databricks customers. The RudderStack platform collects data from a full range of customer touchpoints and builds profiles natively in Databricks. This new initiative will support the rapid creation of RudderStack profile-based identity graphs for Databricks customers within the Databricks Data Intelligence Platform.

The recently launched Google TV Network will offer advertisers access to some 125 CTV channels across Google TV. The Network offers familiar CTV ad formats, including non-skippable and 6-second bumpers ads and expects to offer more formats in the future. An estimated 60% of U.S. households now consume content from free, ad-supported streaming channels.