Enhancing Data Collaboration for Privacy-Sensitive Marketing

By leveraging Databricks Clean Rooms, Adstra will make its Conexa Identity Network available to TMC clients. This initiative allows brands to resolve and enrich first-party data within a secure and privacy-first environment. As a result, companies can obtain a complete understanding of their customers without needing to move or share sensitive raw data directly.

The partnership seeks to eliminate traditional risks and complexities associated with data sharing. Marketers can now seamlessly match their first-party data with Adstra’s extensive identity graph, leading to improved audience accuracy and scalability. This effort ensures compliance with evolving global privacy regulations while enabling brands to activate data-driven campaigns effectively.

Zero-Copy Approach to Data Enrichment

The collaboration between Adstra and The Marketing Cloud introduces a “zero-copy” approach for data enrichment. Brands will no longer encounter cumbersome file transfers or endure lengthy integration processes. Instead, users can securely "meet" their data with Adstra’s insights within the Databricks environment. This method allows for real-time audience overlap analysis and accurate attribute modeling.

Powered by Delta Sharing, Databricks’ open-source technology facilitates secure live data sharing across platforms, clouds, and regions. This enhances privacy-focused collaboration for data, analytics, and AI for enterprise organizations.

Exclusive Audience Attributes and Market Impact

According to Andy Johnson, Chief Data and Product Officer at Adstra, “Through Conexa’s advanced identity resolution, Adstra brings exclusive, privacy-compliant audience attributes—including health and wellness indicators, caregiver status, wealth propensity, and other high-value lifestyle and demographic signals.”

This partnership has enabled The Marketing Cloud to unlock over 365 new addressable audiences. Marketers can now target high-value demographics—such as high net-worth individuals and healthcare decision-makers—accurately and at scale across the programmatic ecosystem. Early pilot results underscore significant performance improvements, including:

• Stronger match rates
• Faster activation windows
• Expanded audience reach

Comments from Industry Leaders

Akram Chetibi, Director of Product Management at Databricks, stated, “Enterprises want to leverage their own data at scale without compromising privacy.” He added that connecting Databricks Clean Rooms with Adstra’s Conexa Identity Network and TMC’s AI infrastructure allows brands to match more customers and build stronger audiences swiftly—without sacrificing data security.

Mansoor Basha, Chief Technology Officer at The Marketing Cloud, emphasized the importance of turning data into revenue without slowing down campaigns or risking compliance. The integration of Databricks Clean Rooms with Adstra’s identity intelligence provides clients the ability to identify high-value customers, minimize media spending wastage, and accurately measure impact. “That's not just infrastructure; it’s a direct lift in performance and a durable competitive edge,” he stated.

Immediate Benefits for Brands

Brands can immediately take advantage of the Adstra–The Marketing Cloud data connection within Databricks Clean Rooms. This collaboration allows organizations to:

• Enrich first-party data
• Generate high-fidelity audiences
• Activate campaigns more effectively

This approach not only enhances targeting and audience expansion but also ensures privacy compliance with zero data exposure. Operational efficiency is achieved with faster time-to-insight, leading to improved campaign performance.

About Adstra

Adstra specializes in providing composable identity solutions that empower brands, agencies, publishers, and platforms to integrate identity seamlessly within modern data ecosystems. Its preconnected omnichannel identity graph and readily available digital audiences facilitate precise customer recognition and engagement across all touchpoints.

About The Marketing Cloud

The Marketing Cloud, part of Stagwell (NASDAQ: STGW), offers a suite of AI-powered SaaS and service solutions tailored for the modern marketer. Combining proprietary data with advanced tools in research, communications, creative, and media, it helps organizations achieve measurable business outcomes efficiently.

Media Contact

For more information, visit Adstra Data or contact:

Alexandra Morrison | Kite Hill PR | adstra@kitehillpr.com