Hightouch and Databricks Collaborate to Unveil Self-Service AI-Driven Audience Management Solution

Hightouch, a leader in composable Customer Data Platforms (CDPs), announced the launch of Hightouch for Offsite Media Networks, a cutting-edge, self-service audience management platform developed in collaboration with Databricks, the renowned data and AI company. This innovative solution is designed to help retail media networks (RMNs) differentiate themselves in an increasingly competitive market dominated by industry giants like Amazon, Walmart Connect, and Roundel. By leveraging this partnership, Hightouch and Databricks enable retailers to create and activate AI-powered custom audiences across over 50 media channels—including Demand-Side Platforms (DSPs), Connected TV (CTV) platforms, and walled gardens—empowering them to secure premium advertising dollars more swiftly and efficiently.

“Partnering with major retailers, we identified a growing and unmet need for solutions to deliver fast, flexible, and scalable custom audiences for offsite campaigns. We are thrilled to partner with Databricks, the leading Data Intelligence Platform for retailers, to make AI-powered audiences accessible to everyone. By layering Hightouch’s self-service tools on top of the Databricks foundation, retailers can build and monetize differentiated custom audiences faster than ever before,” said Tejas Manohar, Co-Founder and Co-CEO of Hightouch.

“Retailers who can harness the power of data intelligence — AI that can reason on their first-party data — have an advantage in attracting media buyers. Databricks is the only unified platform that allows retailers to leverage AI and increase personalization while maintaining unified governance, to deliver data-driven outcomes. Our partnership brings together the benefits of Hightouch’s self-serve audience builder and the Databricks Data Intelligence Platform to help customers build better offsite audiences and drive more ad sales,” added Rob Saker, Global VP Retail at Databricks.

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Retail media networks from some of the world’s leading retailers—including one of Europe’s largest online retailers and one of the globe’s most prominent delivery app services—are already leveraging Hightouch for Offsite Media Networks to effectively monetize and measure custom audiences across a variety of offsite channels, such as The Trade Desk, Meta Ads, and Google Ads.

An End-to-End Composable, Self-Service Solution for Offsite Media

Together, Hightouch and Databricks present a comprehensive solution built directly upon retailers’ existing cloud data infrastructure. Key features of the platform include:

• Warehouse-Native Audience Builder: Utilize Hightouch’s intuitive, self-service visual audience builder to create premium, data-driven custom audiences, based on first-party data such as loyalty, purchase, and behavioral insights stored in Databricks.
• AI-Powered Predictive Targeting Tools: Generate powerful AI-based predictions and audience dimensions with Databricks, and easily syndicate them across campaigns using the Hightouch platform for enhanced targeting precision.
• Effortless Integration with 50+ Media Channels: Seamlessly test and activate new offsite media channels, enabling rapid deployment of audiences across a broad range of media outlets and ad marketplaces.
• Boosted Audience Reach: Maximize ad platform match rates with a simple switch, increasing audience reach and optimizing revenue per thousand impressions (CPM).
• Flexible, Unbundled Pricing: Start with the tools you need, and scale seamlessly by adding capabilities as your media strategy evolves, with only the necessary costs upfront.

By combining Hightouch’s composable, self-service platform with Databricks’ robust data intelligence capabilities, retailers now have the tools to build scalable, profitable offsite media solutions that address the growing challenges of today’s fast-paced advertising ecosystem.