Salesforce has also just announced an integration that lets its CDP read data from Snowflake, although they prefer the term “zero copy data sharing”. The connection operates in real time, which isn’t always the case with these relationships.
CDP ActionIQ has decoupled its data storage and data extract features by launching HybridCompute, which can query data without first loading it into ActionIQ’s own data store. The company has connectors in place for Snowflake, Databricks, and Teradata, and plans to add Google BigQuery, Amazon Redshift, and Microsoft Azure. They describe the approach with the oh-so-trendy term “composable customer data stack”.
The real work in building a CDP is assembling the customer profiles, whether they reside in a data warehouse or a separate CDP database. This hasn’t prevented reverse ETL vendor HIghtouch from championing “composable CDP” to help sell its data extraction tool. They’ve just added some features to make their extracts more useful to marketers, including abilities to split an audience into test segments and to profile audience members.
In partnership with attention metrics provider Adelaide, The Trade Desk is now offering high attention inventory to advertisers. Attention — often based on reactions of opt-in panels to ads — is now competing with viewability as a valued attribute, and is being used to complement contextual metrics. Attention has been used in the past to test ads once they have been published; now it’s entering the pre-bid space.