The feed
Martech news and analysis. Every story says what changed, why it matters and what marketers should do next.
On June 2, 2026 Snowflake renamed Snowflake Intelligence as CoWork and Cortex Code as CoCo, and announced Cortex Sense, Iceberg v3 general availability, agent security features and a Kafka-compatible streaming service.
Why it matters
Business definitions held in one place help marketing and finance get consistent answers from agents.
At the June 15-18, 2026 summit Databricks announced Genie One, Agent Bricks expansion and Unity AI Gateway as generally available, and Genie Ontology, Lakehouse//RT and Omnigent in preview or beta.
Why it matters
It moves marketing data, analytics and agent controls onto one platform, which affects choices between standalone CDPs and warehouse-native ones.
On September 29, 2026 the IAB released "Data Clean Rooms in Commerce: Common Use Cases," a framework for deciding when a clean room is justified. It says clean rooms are not the right solution for every data or measurement need.
Why it matters
Clean rooms are costly and complex, and many projects can be done with simpler methods.
The ANA's measurement conference ran September 28-30, 2026 in Chicago, presented by Google, with more than 50 speakers from brands including McDonald's, Wayfair, Meta, Adobe, Lowe's and United Airlines.
Why it matters
Its themes show where measurement attention sits: retail media, CTV and AI.
Winterberry Group and Lifesight's report, published September 30, 2026 and based on 121 US executives, found 83% rank cross-channel spend optimization a leading priority and 93% rely on platform-native reporting.
Why it matters
It shows most teams still depend on each platform grading its own homework.
On October 1, 2026 Mixpanel announced Agent Intelligence in early access: pre-loaded cost, latency and error metrics, agent conversations stitched together, and experimentation on prompts and models.
Why it matters
Teams that deploy agents in support, onboarding or marketing need to know whether the agent resolved the user's need.
On September 29, 2026 Google announced that app conversions are supported in cross-channel conversion reports, including performance, attribution analysis and attribution models. Budgeting still covers web only.
Why it matters
Customer journeys that cross apps and sites were split across reports, which skews credit between channels.
In May 2026 GA4 began grouping sessions from recognized AI assistants such as ChatGPT, Gemini and Claude into a new AI Assistant channel with an ai-assistant medium. Traffic without a referrer still lands in Direct.
Why it matters
It makes AI-assistant visits countable without custom rules, which is the first step to knowing whether they matter.
PR Newswire's report, in its Amplify platform, tracks mentions, sources and answers to show how large language models reference a brand, in six languages across APAC. Pricing was not disclosed.
Why it matters
It links press releases and earned media to what AI models say about a brand, a connection PR teams can now measure.
At Summit 2026, on April 20, Adobe introduced CX Enterprise built on three pillars, Brand Visibility, Customer Engagement and Content Supply Chain, with Brand Concierge and a new tier of persistent agents.
Why it matters
It shows a large suite vendor treating AI visibility as a core product area, which competes with specialist tools.
