In an aggressive bid to challenge retail media titans like Amazon and Walmart Connect, Hightouch has unveiled a groundbreaking solution tailored for retail media networks. Named Hightouch for Offsite Media Networks, this self-service audience management platform is designed in collaboration with Databricks, a prominent data and AI company. The confluence of these two entities aims to offer retailers the ability to create and deploy AI-enhanced custom audiences across an impressive array of more than 50 media channels. These channels encompass demand-side platforms (DSPs), connected TV (CTV) platforms, and several walled gardens, thereby streamlining the efficiency and speed with which retailers can secure premium brand investments.
A Shift Towards AI-Enhanced Custom Audiences
Meeting the Market’s Demand for Speed and Flexibility
Tejas Manohar, Co-Founder and Co-CEO of Hightouch, pointed out that there was a significant unmet need in the market for faster and more flexible custom audiences designed for offsite campaigns. In merging Hightouch’s self-service capabilities with the Databricks Data Intelligence Platform, retailers are now empowered to swiftly create and monetize custom audiences. This collaboration effectively bridges the gap, enabling unprecedented agility and scalability in audience creation. Rob Saker, Global VP Retail at Databricks, emphasized the competitive edge provided by AI. By leveraging AI to analyze first-party data, organizations can enhance personalization, ensuring unified governance and driving data-driven outcomes.
Strategic Utilization of First-Party Data
Several prominent retail media networks, including Europe’s leading online retailer and a top global delivery app, have adopted Hightouch for Offsite Media Networks. Through this platform, retailers can monetize and measure custom audiences across offsite channels. Notable platforms include The Trade Desk, Meta Ads, and Google Ads. The retail sector greatly benefits from this approach, which enables precise targeting and improves return on ad spend (ROAS). By utilizing first-party data, retailers can build and target specific consumer segments, thereby increasing the relevance of their advertisements and enhancing user engagement.
Integration and Implementation of Hightouch and Databricks
Key Features and Benefits
The collaboration between Hightouch and Databricks entails a comprehensive solution that integrates seamlessly with existing cloud data warehouses. Among its standout features is a warehouse-native audience builder, allowing retailers to harness their first-party data efficiently. This audience builder is complemented by advanced AI tools for predictive targeting, boosting the ability to reach the right customers at the right time. Moreover, the solution supports integration with over 50 media channels, vastly expanding audience reach. Another notable element is unbundled pricing, which provides cost transparency and flexibility for retailers.
Empowering Retailers with Self-Service Tools
Retailers utilizing this new platform can take advantage of Hightouch’s self-service visual audience builder to craft premium custom audiences based on their own customer data. Databricks’ AI predictions offer robust support in predicting consumer behavior and targeting, facilitating the efficient testing and activation of new offsite media channels. The tools provided are designed to be intuitive and require minimal technical expertise, democratizing the ability to leverage advanced data analytics and AI-enhanced marketing strategies. This self-service model empowers retailers by reducing reliance on third-party agencies and providing greater control over audience management and campaign execution.
Conclusion
In an assertive move to rival retail media giants like Amazon and Walmart Connect, Hightouch introduced an innovative solution specifically crafted for retail media networks. This new platform, named Hightouch for Offsite Media Networks, is a self-service audience management system created in collaboration with Databricks, a leading data and artificial intelligence company. The partnership between Hightouch and Databricks aims to empower retailers by enabling them to develop and deploy AI-driven custom audiences across more than 50 media channels. These extensive media channels include demand-side platforms (DSPs), connected TV (CTV) platforms, and various walled gardens. By doing so, Hightouch seeks to enhance the efficiency and speed with which retailers can attract and secure premium brand investments. This cutting-edge tool reflects Hightouch’s strategic effort to level the playing field, offering retailers advanced capabilities to effectively compete in an increasingly crowded and competitive retail media landscape.