In an era where retail media networks (RMNs) are racing to capture brand dollars, Hightouch, the leading composable customer data platform (CDP), has unveiled its groundbreaking self-service audience management platform, Hightouch for Offsite Media Networks. Developed in collaboration with Databricks, the renowned data and AI company, this innovative solution empowers retailers to build and activate AI-enhanced custom audiences across 50+ media channels, including demand-side platforms (DSPs), connected TV (CTV) platforms, and walled gardens. This partnership positions retailers to compete with major players like Amazon, Walmart Connect, and Roundel by offering a faster and more efficient way to monetize custom audiences.
Meeting the Growing Demand for Scalable Solutions
According to Tejas Manohar, Co-Founder and Co-CEO at Hightouch, the collaboration with Databricks addresses an unmet need in the retail space: “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.” Retailers now have a powerful tool to meet the demands of advertisers who seek personalized, AI-driven audience targeting to optimize their offsite campaigns.
Rob Saker, Global VP Retail at Databricks, emphasized the advantage of leveraging AI-powered data intelligence: “Databricks is the only unified platform that allows retailers to leverage AI, increase personalization, and maintain unified governance. Together with Hightouch, we’re enabling retailers to build better offsite audiences and drive more ad sales.”
Why Hightouch for Offsite Media Networks Stands Out
Retailers using Hightouch for Offsite Media Networks include some of Europe’s largest online retailers and leading global delivery app services. These organizations have successfully monetized and measured custom audiences on platforms like The Trade Desk, Meta Ads, and Google Ads. Here’s why the solution is setting a new benchmark in retail media:
- Warehouse-Native Audience Builder Hightouch provides a self-service visual audience builder that integrates seamlessly with Databricks. Retailers can curate premium custom audiences using first-party data such as loyalty program details, purchase histories, and behavioral insights. This approach maximizes the potential of existing data to create highly targeted campaigns.
- AI-Driven Predictive Targeting The platform includes AI tools to develop predictive targeting capabilities. Retailers can harness Databricks’ AI features to generate valuable insights and syndicate them across their Hightouch-built audiences. This allows for more precise targeting and higher return on investment (ROI).
- Integration with 50+ Media Channels Hightouch’s extensive channel catalog includes DSPs, CTV platforms, and social media giants. This wide-reaching integration ensures retailers can quickly test and launch campaigns across diverse advertising ecosystems.
- Enhanced Audience Reach Retailers can boost their audience match rates across various ad platforms with just one click. This capability increases audience reach, helping advertisers secure higher cost-per-thousand impressions (CPM) revenue and improve campaign performance.
- Flexible and Affordable Pricing Hightouch offers unbundled pricing to lower the barrier to entry. Retailers can pay for only the tools they need and add capabilities as their business scales. This flexible model ensures the solution is accessible to organizations of all sizes.
The Technology Behind the Platform
Hightouch and Databricks’ end-to-end solution is built directly on retailers’ existing cloud data warehouses, providing unparalleled scalability and efficiency. The solution capitalizes on Databricks’ ability to unify data management and AI-powered analytics. This architecture enables:
- Real-Time Data Processing: Retailers can analyze and act on fresh data to make timely decisions for their campaigns.
- Unified Data Governance: Databricks ensures data compliance and security across all campaigns, reducing the risk of data breaches.
- AI-Powered Personalization: Advanced machine learning models help retailers predict customer behavior and preferences, improving ad targeting accuracy.
Driving Results in a Competitive Landscape
The retail media industry is becoming increasingly crowded, with major players vying for advertisers’ budgets. Hightouch for Offsite Media Networks equips retailers with the tools to:
- Stand out with unique, AI-enhanced audience offerings.
- Scale quickly by leveraging their existing data infrastructure.
- Deliver measurable results to advertisers, increasing client retention.
Customer Success Stories
Several major RMNs have already seen impressive results using Hightouch for Offsite Media Networks. For example:
- A European Online Retailer: Leveraged the platform to curate custom audiences for CTV campaigns, achieving a 20% increase in audience reach.
- A Global Delivery App Service: Used predictive AI tools to optimize offsite campaigns, leading to a 15% improvement in ROI.
Unlocking New Revenue Streams
Hightouch and Databricks’ partnership is not just about better audience targeting—it’s about unlocking new revenue streams for retailers. By enabling self-service audience management and seamless campaign activation, the platform ensures:
- Faster Time-to-Market: Retailers can build and deploy campaigns in record time, attracting premium advertisers.
- Higher CPM Revenue: Enhanced audience reach and match rates drive better financial outcomes.
- Stronger Brand Relationships: Retailers can offer advertisers the data-driven insights they need to succeed, fostering long-term partnerships.
The Road Ahead
As retail media networks continue to grow, tools like Hightouch for Offsite Media Networks will play a crucial role in shaping the industry’s future. The platform’s composable architecture, powered by Databricks’ AI capabilities, positions it as a leader in the competitive RMN space. With its ability to deliver personalized, scalable, and efficient advertising solutions, Hightouch is setting new standards for what retail media can achieve.
Conclusion
Hightouch for Offsite Media Networks represents a significant advancement in retail media technology. By combining Hightouch’s self-service audience management tools with Databricks’ AI-driven data intelligence, retailers can unlock the full potential of their first-party data. This partnership not only helps RMNs compete with industry giants but also empowers them to deliver exceptional value to advertisers. For retailers aiming to thrive in today’s dynamic advertising landscape, Hightouch for Offsite Media Networks is a game-changer.