Snap and Snowflake are experimenting with an integration between Snap’s conversion APIs and Snowflake’s Marketing Data Cloud. Once the integration is rolled out, marketers will be able securely to share data like targeting and conversions, without building a custom back-end integration. Alongside the Google Cloud news, this is further evidence that data clouds are taking a more central role in the marketing technology space.
With the Google Cloud Next conference in full swing, cloud data management platform Informatica has launched a Master Data Management Extension for BigQuery to support rapid onboarding of master data. This should enable rapid deployment of CDPs and generative AI solutions on Google Cloud. Ad agency group WPP will integrate Google Gemini (formerly Bard) with WPP Open, its AI-powered marketing operating system.
Hootsuite is looking to evolve from social media management to social media performance and the acquisition of social listening platform Talkwalker is intended to support that mission. Social listening has been around for years; Hootsuite’s plan is to apply Talkwalker AI to elevate listening to the generation of actionable insights and impact measurement. Together, Hootsuite and Talkwalker expect to offer reach across 100+ social networks and 150 million websites.
Customer intelligence platform Acxiom will collaborate with ActionIQ to deliver enhanced customer insights. ActionIQ’s CDP will integrate with Acxiom’s demographic, household, behavioral and preference data and with Acxiom’s RealID identity resolution solution. Acxiom experts will work with clients to customize and streamline ActionIQ.