Technology Category
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.
Twilio
Twilio Segment is a customer data platform: a pipeline that collects first-party data and sends it to more than 550 destinations, plus unified profiles and real-time journeys. Twilio…
CDP
Identity resolution is the work of deciding which records in different data sets refer to the same person or household, so that a customer can be recognized across…
Publicis Groupe agreed on May 17, 2026 to acquire LiveRamp for $38.50 a share in cash. LiveRamp's shareholders approved on August 17; Publicis says LiveRamp will stay neutral.
Why it matters
LiveRamp's identity and clean-room products are used by advertisers, publishers and agencies, including competitors of Publicis, so ownership affects trust in the data collaboration they share.
Databricks
CustomerLake is Databricks' agentic customer data platform built into its lakehouse and governed by Unity Catalog. It was announced on June 16, 2026 and is in private preview,…
Zeotap
Zeotap Open CDP, launched on September 15, 2026, runs on Apache Spark and Iceberg in the customer's own lakehouse. Zeotap says it is available to qualified enterprise customers.
CDP
A customer data platform collects customer data from many sources, unifies it into profiles, and makes those profiles available to other marketing and analytics systems.
Two 2026 launches argue that customer data should stay in the company's own lakehouse, with the CDP working on top of it.
Why it matters
It changes where a CDP lives: from a separate system with its own data copy to a layer on the warehouse or lakehouse the company already governs.
