Marketers want more consented ID coverage to power greater addressability. But to do that, they need a cost-conscious commercial model that utilizes only the strongest linkages across multiple providers, with no duplication.
Bringing together the best in data, technology, and governance, Hightouch is partnering with Narrative I/O to empower marketers and media networks to assemble identity graphs.
By combining first-party data with over 30 third-party identity providers directly and seamlessly in Snowflake, audience activation is accomplished at scale across more than 250 marketing channels while maintaining data governance controls.
Answer to a Broken Market
Tim Mahlman, CEO of Narrative I/O, said the collaboration comes at a time when the enterprise identity market has been broken by vendors who want to own your data and limit how you use it.
“We built Composable Identity because enterprises should control their identity graphs in their own infrastructure. But ownership without activation is just expensive data storage,” said Mahlman in a statement. “Our partnership with Hightouch gives you a transparent identity graph combined with sophisticated orchestration capabilities to actually put that data to work across your entire marketing and advertising stack.”
Better Data
This partnership reflects a larger shift in adtech and martech toward flexible, composable, and cloud-native solutions where enterprises control both their data and activation. While traditional identity providers often treat customer data as a proprietary asset, this partnership delivers the transparency, flexibility, and control that gives enterprises true ownership over their most valuable asset: their customer data.
“Privacy legislation and signal loss are impacting the ability to activate at scale across channels and attribute disparate impressions to outcomes to validate investment,” said David Wells, Industry Principal, Advertising and Marketing Technology at Snowflake.
“The future of owned and paid media is a federation of data and identity; consented linkages that are stitched together and packaged with an intuitive audience builder that allows optimal performance as well as ownership of one’s own graph.”
Key Capabilities
Clients of both companies will now be able to build third-party identity graphs with multiple vendors: Composable identity graph can be built by combining first-party data with 30+ specialized providers through cost-optimized enrichment, accessing credit card tokens, demographic data, and specialized global providers.
Other advantages include building and controlling custom identity graphs directly in your Snowflake cloud data platform with full transparency into matching logic, data quality, freshness, and match rates; activate identity-enhanced audiences across web, mobile, email, and paid media platforms using Hightouch’s visual audience builder and extensive integrations; and built-in compliance guardrails with Narrative’s automated data usage controls, Snowflake’s built-in data governance, and Hightouch’s consent management to reduce data misuse and enable global compliance.
“Our customers consistently asked for more control over their identity data and activation strategies,” said Kashish Gupta, Co-Founder and Co-CEO at Hightouch. “Our Composable Identity partnership with Narrative and Snowflake answers that call—enterprises own their data, control their identity graph, and can activate audiences how they choose while maintaining strong governance over data use. It’s about giving power back to the customer.”
To learn more about Composable Identity with Hightouch, visit hightouch.com.
