Marketing Cloud and Adstra Enhance Identity Resolution with Databricks Clean Rooms

Marketing Cloud, Adstra, and Databricks have launched a collaborative solution to improve identity resolution and secure data collaboration for marketers. This partnership integrates advanced data architectures and privacy-first Clean Rooms to enable brands, agencies, and partners to share insights without exposing raw data. The initiative aims to boost targeting accuracy, privacy compliance, and marketing ROI through AI-powered, governed collaboration.

The solution addresses a key challenge for marketers in 2026: enriching first-party datasets and uncovering deeper audience insights while ensuring strict privacy and data security. The Marketing Cloud (TMC) provides a unified platform that connects creative assets, marketing data, and media operations, allowing seamless integration with existing marketing technology stacks. It offers privacy-safe access to multi-source datasets, enabling brands to blend these with their own data for enhanced audience targeting and real-time campaign optimization.

In partnership with Databricks, known for its open data lakehouse architecture, the collaboration combines analytics, AI, and governance on a single scalable platform. This integration supports data-driven marketing without compromising consumer trust or transparency. Additionally, Adstra’s Conexa Identity Network contributes a validated framework for unifying consumer identities across online and offline signals, expanding audience attributes available for activation.

Through Databricks Clean Rooms, brands can securely combine their first-party data with enriched audience intelligence from Adstra and Stagwell. These Clean Rooms use technologies like Delta Sharing and Unity Catalog to ensure privacy compliance by preventing exposure of raw data and enabling only approved analytics with full auditability. The partnership allows marketers to generate high-fidelity audiences and activate campaigns securely while maintaining data governance.

This collaboration represents a significant advancement in privacy-first marketing intelligence, providing marketers with a comprehensive, secure view of the customer journey and enabling effective, compliant campaign execution.

Read more: databricks.com