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.
Data
Reverse ETL is the process of copying customer data out of a data warehouse and into the operational tools marketers use, such as email, advertising and CRM systems.
Data
A data lakehouse is a data architecture that combines the low-cost storage of a data lake with the management and query features of a data warehouse.
Infillion plans to buy Foursquare, adding 100 million places of interest and 16 billion check-ins. Terms were not stated.
Why it matters
Linking ad exposure to store visits and purchases is a central measurement problem. Owning the underlying place and visit data gives Infillion a stronger measurement asset.
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.
