Adstra, a leader in identity resolution, has announced a strategic collaboration with Stagwell's The Marketing Cloud (TMC) and Databricks to enhance secure data collaboration for marketers. By leveraging Databricks Clean Rooms, Adstra is making its Conexa Identity Network available to TMC clients, enabling privacy-centric identity resolution and first-party data enrichment without moving or exposing raw sensitive data.
Adstra partners with The Marketing Cloud (TMC) using Databricks Clean Rooms technology.
The collaboration enables secure, privacy-centric identity resolution and data enrichment.
Marketers can match first-party data against Adstra's identity graph without data movement.
The solution unlocks over 365 new addressable audiences for TMC clients.
It uses a "zero-copy" approach, eliminating file transfers and lengthy integrations.
Benefits include higher match rates, faster activation, and compliance with global privacy regulations.
This partnership addresses a core challenge in modern marketing: gaining a unified customer view while adhering to strict data privacy regulations. By utilizing Databricks Clean Rooms, the companies provide a secure environment where brands can "meet" their first-party data with Adstra's identity intelligence. This allows for real-time audience overlap analysis and enrichment without ever sharing raw data externally. Andy Johnson, Chief Data and Product Officer at Adstra, highlighted the value of the data, stating, “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.”
The integration has already unlocked more than 365 new addressable audiences for The Marketing Cloud's clients, enabling precise targeting of high-value segments like high net-worth individuals and healthcare decision-makers. Early pilot results show improved match rates, faster campaign activation, and expanded reach—all while maintaining full data privacy. Akram Chetibi, Director of Product Management at Databricks, emphasized the enterprise need, saying, “By connecting Databricks Clean Rooms with Adstra’s Conexa Identity Network and The Marketing Cloud’s AI infrastructure, brands can match more customers, build stronger audiences, and launch campaigns faster—while keeping data secure and governed.”
The collaboration moves beyond infrastructure to deliver tangible business outcomes. By combining clean room technology with identity intelligence and TMC's marketing AI, clients can reduce wasted media spend and measure impact with greater precision. Mansoor Basha, Chief Technology Officer at The Marketing Cloud, framed it as a competitive advantage, noting, “By combining Databricks Clean Rooms with Adstra’s identity intelligence and Stagwell's privacy-first proprietary IDGraph, we’re enabling clients to identify high‑value customers, reduce wasted media spend, and measure impact with far greater precision. That's not just infrastructure; it’s a direct lift in performance and a durable competitive edge.”
This partnership represents a significant step forward in enabling effective, scalable, and compliant data-driven marketing, allowing brands to build high-fidelity audiences and activate campaigns with both precision and peace of mind regarding data security.
About Adstra
Adstra provides composable identity solutions that empower brands, agencies, publishers, and platforms to integrate identity seamlessly within modern data ecosystems. With a preconnected omnichannel identity graph and ready-to-activate digital audiences, Adstra enables precise customer recognition and engagement across every touchpoint. By unifying fragmented data and delivering comprehensive identity resolution, Adstra helps organizations unlock deeper insights, enhance personalization, and maximize ROI.
About The Marketing Cloud
The Marketing Cloud (formerly Stagwell Marketing Cloud) is a data-driven suite of AI-powered SaaS and service solutions built for the modern marketer. Powered by proprietary data and advanced tools spanning research, communications, creative, and media, it enables organizations to achieve measurable business outcomes by making smarter decisions, faster.
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