Salesforce kicked off its big Connections conference yesterday, and if you’re surprised the focus was on generative AI, you haven’t been paying attention. Still, the focus this time was on marketing applications that draw on Salesforce CDP data, so it’s right up our alley. They also announced direct access to Google BigQuery data, ticking the “zero-copy” box as well.
Even if you ignore the more apocalyptic warnings about AI, there are plenty of issues to consider and industry groups are stepping up. Publisher-backed trade group Digital Content Next just issued seven principles – more of a guideline, really – to help protect creators’ rights. Meanwhile, Publicis Group just became the first agency holding company to join the Coalition for Content Provenance Authenticity (C2PA), which is not to be confused with the League of Extraordinary Gentlemen.
Simon Data is a CDP that’s built on the Snowflake cloud database, which you might have thought they were in the “zero copy” camp already. You would have been wrong until yesterday, when they announced a “connected segmentation feature” that reads a Snowflake warehouse directly. It still requires mapping the Snowflake tables to a Simon schema and assumes the warehouse has tables coded with unique customer IDs, which most do not.
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.