Hightouch Announces Composable Identity Partnership with Narrative
This partnership between Hightouch and Narrative reflects a shift in adtech and martech from monolithic, single-vendor platforms to flexible, composable, cloud-native solutions where enterprises control their data and activation.
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Hightouch, the data and AI agent platform for marketers, has announced a new partnership with Narrative I/O, a company specialising in data collaboration.
Through the partnership, marketers and media networks are able to assemble identity graphs by combining first-party data with 30+ third-party identity providers directly and seamlessly in Snowflake and then activate audiences at scale across 250+ marketing channels while maintaining data governance controls.
Marketers want more consented ID coverage to power greater addressability. But to do that, they need a cost-conscious commercial model that utilises only the strongest linkages across multiple providers, with no duplication. This new partnership enables that vision by bringing together the best in data, technology, and governance.
“The enterprise identity market has been broken by vendors who want to own your data and limit how you use it,” said Tim Mahlman, CEO of Narrative I/O. “We built Composable Identity because enterprises should control their identity graphs in their own infrastructure.”
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“But ownership without activation is just expensive data storage. 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.”
This partnership reflects a shift in adtech and martech: away from monolithic, single-vendor platforms and 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.
“Whether we are talking about marketers or media networks, 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.”
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Key capabilities include:
- Build third-party identity graphs with multiple vendors: Build a composable identity graph by combining first-party data with 30+ specialised providers through cost-optimised enrichment, accessing credit card tokens, demographic data, and specialised global providers.
- Complete ownership in Snowflake: Build and control custom identity graphs directly in your cloud data platform with full transparency into matching logic, data quality, freshness, and match rates—no vendor lock-in or proprietary systems.
- Comprehensive activation across 250+ channels: Activate identity-enhanced audiences across web, mobile, email, and paid media platforms using Hightouch’s visual audience builder and extensive integrations.
- Automated governance at every layer: 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.”
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