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.
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.
The Trade Desk is trying to set itself up as a platform at the center of a non-walled-garden adtech ecosystem, which is a tall order with potentially tall rewards. They climbed a couple of steps on Monday by adding integrations with purchase data from Albertsons, Walgreens, and others; new indices to measure TV audience quality and reach; and a partner portal to simplify integrations with other adtech products. They also added a bunch of AI-driven features to simplify programmatic media buying, but you’d expect that.
Databricks is highlighting its interest in marketers through out-of-the-box integrations with partners including Adobe, Braze, Salesforce, MessageGears, and Tealium. All will be able to run campaigns using information in the Databricks data intelligence platform without data syncing or copying.