Hightouch, the leading data and AI agent platform for marketers, has announced a strategic partnership with Narrative I/O, the leader in data collaboration. This collaboration allows marketers and media networks to assemble identity graphs by integrating first-party data with over 30 third-party identity providers directly in Snowflake, then activate audiences at scale across more than 250 marketing channels while upholding robust data governance controls.
Marketers seek expanded consented ID coverage to enhance addressability, but require cost-effective models that leverage strong linkages across providers without redundancy. This partnership realizes that goal by merging advanced data capabilities, technology, and governance, empowering users to build and activate identity graphs efficiently within their own infrastructure.
"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. 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."
The alliance highlights a broader evolution in adtech and martech, transitioning from rigid, single-vendor systems to modular, composable architectures that prioritize enterprise control over data and activation. Unlike traditional providers that view customer data as proprietary, this approach offers transparency, adaptability, and ownership, treating customer insights as a core enterprise asset.
"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."
The partnership unlocks essential features for identity resolution and activation. Users can construct third-party identity graphs with multiple vendors, incorporating first-party data alongside specialized providers for credit card tokens, demographics, and global coverage through efficient enrichment processes. All operations occur directly in Snowflake, ensuring complete control and visibility without reliance on external systems.
Activation extends seamlessly to over 250 channels via Hightouch's intuitive tools, while layered governance—spanning Narrative's usage controls, Snowflake's native features, and Hightouch's consent management—mitigates risks and supports compliance worldwide.
"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."
This partnership empowers marketers and media networks with the tools to navigate data challenges effectively, fostering innovation in personalized campaigns and operational efficiency. By prioritizing composability and governance, Hightouch and Narrative I/O set a new benchmark for data activation in a privacy-focused era.
Hightouch is the leading Composable CDP and AI Decisioning Platform that empowers companies to activate their data warehouse to power personalized marketing and business operations. Trusted by leading brands like Autotrader, Spotify, Cars.com, Grammarly, and PetSmart, Hightouch enables anyone to deliver personalized customer experiences, optimize performance marketing, and move faster by leveraging data and AI across their organization.
Narrative is the leading Data Collaboration platform that enables enterprises to build, own, and control custom identity graphs using multiple best-in-class providers directly in their data warehouse. Trusted by companies like Afterpay/Block and Fanatics, Narrative's marketplace approach gives businesses the flexibility to optimize identity resolution for their specific use cases while maintaining complete transparency and ownership.
TechIntelPro empowers B2B technology decision-makers with the latest industry trends, deep insights, leadership perspectives and actionable intelligence to drive both organizational and professional milestones—and thrive on the tech pulse.