Data Collaboration

In addition to announcing Agentic Collaboration, Optable has been actively contributing to the development of new Agentic Advertising standards.

In addition to Affinity’s custom-built Consumer Purchase Audiences, this collaboration provides access to enhanced targeting capabilities, valuable insights, and fosters real-world impact through measurement.

By operating in clean rooms, both NIQ and Snowflake help customers ensure privacy is maintained, data is auditable, and measurement data leaves the clean room according to approved aggregation rules.

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.

Through the relationship, NIQ’s consumer insights, including digital purchase data, will be available in Decentriq’s privacy-preserving clean rooms, enabling advertisers to utilise the data for audience profiling and closed-loop measurement.