Hightouch and Databricks Unveil New AI-driven Audience Management Platform for Retail Media Networks
On January 10, 2025, Hightouch, a leading composable Customer Data Platform (CDP), announced the rollout of its latest solution designed specifically for retail media networks (RMNs). This innovative offering, named "Hightouch for Offsite Media Networks," is crafted in partnership with Databricks, a company recognized for its data and AI prowess. The unique self-service audience management platform empowers retailers to compete more effectively against major players like Amazon and Walmart Connect, enhancing their advertising strategies across over 50 media channels.
In an increasingly competitive market, the ability to quickly build and manage targeted audiences is crucial for retail media networks. Hightouch addresses this demand by enabling retailers to harness their first-party data and create custom audiences tailored to their marketing efforts. This novel solution not only streamlines the audience-building process but does so with a focus on scalability and efficiency, making it easier for retailers to secure premium advertising dollars.
Tejas Manohar, Co-Founder and Co-CEO of Hightouch, stated, "We recognized a growing need among retailers for a solution that provides rapid and flexible audience creation for their offsite campaigns. Partnering with Databricks allows us to make AI-enhanced audience creation accessible to a broader range of retailers, thus simplifying the process of building high-quality custom audiences faster than ever before."
The integration of Hightouch with Databricks offers an end-to-end solution built directly on retailers' existing cloud data warehouses. This streamlined system features a warehouse-native audience builder, which enables users to leverage their existing data—like loyalty programs, purchase histories, and behavioral insights—to create segmented audiences that fit their marketing objectives.
Additionally, the incorporation of AI tools for predictive marketing enhances the platform's capabilities. Retailers can develop and deploy predictive models directly within the Databricks ecosystem, subsequently syndicating these insights across various audience segments within the Hightouch platform. This integration facilitates sophisticated targeting, ensuring that retailers can effectively engage potential customers based on their specific behaviors and preferences.
Another key component of the new platform is its seamless integration with over 50 different channels, which allows retailers to quickly launch and test campaigns across a wide array of marketplaces—helping them find the most effective avenues for reaching their audience. This capability significantly increases advertisers' ability to improve match rates across ad platforms, ultimately translating into increased revenue opportunities.
Hightouch also offers flexible pricing structures that enable retailers to start with only the tools they need, thus easing the financial burden as they scale their marketing efforts. As businesses grow and their needs evolve, they can expand their capabilities without being constrained by rigid pricing models, making it a highly adaptable solution.
As major retail media networks adopt the Hightouch for Offsite Media Networks platform, early adopters—including one of Europe's leading online retailers and a globally recognized delivery service—are already experiencing the benefits. This new offering is set to redefine audience management in the retail media landscape, enhancing the efficiency and effectiveness of advertising strategies in an environment where agility and precision are paramount.
For those interested in learning more about this innovative solution, demos will be available at the upcoming NRF Big Show in New York City on January 13, 2025. Representatives from Hightouch and Databricks will be at booth #6621 to showcase how this groundbreaking platform can transform retail media advertising.
In conclusion, the partnership between Hightouch and Databricks epitomizes the fusion of data intelligence and marketing prowess, ensuring that retailers can navigate the complexities of today's advertising landscape with confidence and agility. This groundbreaking offering not only leverages first-party data but also amplifies the entire marketing approach, setting a new standard in audience management for retail media networks.
In an increasingly competitive market, the ability to quickly build and manage targeted audiences is crucial for retail media networks. Hightouch addresses this demand by enabling retailers to harness their first-party data and create custom audiences tailored to their marketing efforts. This novel solution not only streamlines the audience-building process but does so with a focus on scalability and efficiency, making it easier for retailers to secure premium advertising dollars.
Tejas Manohar, Co-Founder and Co-CEO of Hightouch, stated, "We recognized a growing need among retailers for a solution that provides rapid and flexible audience creation for their offsite campaigns. Partnering with Databricks allows us to make AI-enhanced audience creation accessible to a broader range of retailers, thus simplifying the process of building high-quality custom audiences faster than ever before."
The integration of Hightouch with Databricks offers an end-to-end solution built directly on retailers' existing cloud data warehouses. This streamlined system features a warehouse-native audience builder, which enables users to leverage their existing data—like loyalty programs, purchase histories, and behavioral insights—to create segmented audiences that fit their marketing objectives.
Additionally, the incorporation of AI tools for predictive marketing enhances the platform's capabilities. Retailers can develop and deploy predictive models directly within the Databricks ecosystem, subsequently syndicating these insights across various audience segments within the Hightouch platform. This integration facilitates sophisticated targeting, ensuring that retailers can effectively engage potential customers based on their specific behaviors and preferences.
Another key component of the new platform is its seamless integration with over 50 different channels, which allows retailers to quickly launch and test campaigns across a wide array of marketplaces—helping them find the most effective avenues for reaching their audience. This capability significantly increases advertisers' ability to improve match rates across ad platforms, ultimately translating into increased revenue opportunities.
Hightouch also offers flexible pricing structures that enable retailers to start with only the tools they need, thus easing the financial burden as they scale their marketing efforts. As businesses grow and their needs evolve, they can expand their capabilities without being constrained by rigid pricing models, making it a highly adaptable solution.
As major retail media networks adopt the Hightouch for Offsite Media Networks platform, early adopters—including one of Europe's leading online retailers and a globally recognized delivery service—are already experiencing the benefits. This new offering is set to redefine audience management in the retail media landscape, enhancing the efficiency and effectiveness of advertising strategies in an environment where agility and precision are paramount.
For those interested in learning more about this innovative solution, demos will be available at the upcoming NRF Big Show in New York City on January 13, 2025. Representatives from Hightouch and Databricks will be at booth #6621 to showcase how this groundbreaking platform can transform retail media advertising.
In conclusion, the partnership between Hightouch and Databricks epitomizes the fusion of data intelligence and marketing prowess, ensuring that retailers can navigate the complexities of today's advertising landscape with confidence and agility. This groundbreaking offering not only leverages first-party data but also amplifies the entire marketing approach, setting a new standard in audience management for retail media networks.
Topics Consumer Technology）
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