Databricks is happy to announce a brand new know-how integration with The Commerce Desk, enabling direct help for Unified ID 2.0 (UID2) inside the Databricks Knowledge Clear Room. This collaboration enhances the flexibility of advertisers, businesses, and media companions to execute identity-driven insights and activation workflows in a safe, privacy-conscious surroundings.
With UID2 now natively supported in Databricks, clients can align their id decision and viewers administration methods instantly with The Commerce Desk’s open-source id framework. This integration empowers information groups to operationalize UID2 inside Databricks’ unified analytics and governance structure, eliminating the necessity to transfer or copy information to exterior methods.
Key Capabilities
- Native help for UID2 decision and encryption workflows inside Databricks Knowledge Clear Rooms, leveraging Unity Catalog for centralized information governance and entry management.
- Safe id interoperability between companion datasets utilizing Databricks’ Delta Sharing protocol and clear room APIs, making certain all information collaborations stay inside compliance boundaries.
- Direct lineage and observability for all UID2-related transformations and joins, enabling clear auditing and coverage traceability.
- Streamlined integration between UID2 identifiers and The Commerce Desk activation ecosystem, permitting advertisers to attach offline or first-party alerts with open web stock securely and effectively.
- Self-service help for entrepreneurs/advertisers by way of Databricks Apps
Use UID2s in The Commerce Desk to:
- Instantly goal your present clients and prospects with related, personalised messaging
- Management frequency holistically on the individual and family stage throughout all channels
- Create cross-device look-a-like audiences
- Use as a seed for marketing campaign relevance and optimization for our AI powered decisioning
Technical Advantages
This integration extends the flexibleness of Databricks’ Knowledge Intelligence Platform to id workflows. By embedding UID2 into the Databricks Clear Room, groups can leverage present compute sources, ML fashions, and ETL pipelines for id matching, marketing campaign measurement, and viewers evaluation—all whereas sustaining strict information governance on the column and row stage.
The Safe Clear Room surroundings ensures that every one UID2 operations, together with decoding, enrichment, and aggregation, happen inside the buyer’s Databricks workspace. Collaborating organizations by no means trade uncooked PII, and all calculations are carried out by way of programmable, policy-enforced queries.
Enabling Composable Knowledge Collaboration
The partnership displays each firms’ dedication to open, interoperable, and privacy-conscious information ecosystems. The Commerce Desk’s UID2 specification supplies a constant, consent-based id layer for addressable promoting. When built-in with the Databricks Knowledge Clear Room and Databricks Apps, it permits composable, code-driven analytics and activation pipelines that bridge information science, advertising, and advert operations groups.
“Our collaboration with Databricks marks an vital step towards a extra open and interoperable promoting ecosystem,” mentioned Gabe Richman, GM of Knowledge Partnerships at The Commerce Desk. “With Unified ID 2.0 supported within the Databricks surroundings, advertisers and information companions can securely join their first-party information to drive extra related and measurable campaigns throughout the open web.”
This functionality is offered right now for Databricks and The Commerce Desk clients seeking to incorporate UID2 into their information collaboration and activation workflows. Contact your Databricks or The Commerce Desk consultant to get began.
“This partnership exemplifies the course the trade is heading – towards composable, privacy-first information collaboration,” mentioned Roger Beharry, Analysis Director, Promoting Applied sciences and SMB Advertising Functions, IDC. “By combining The Commerce Desk’s open id framework with Databricks’ unified governance and clear room structure, entrepreneurs can obtain addressability and measurement at scale with out compromising shopper belief or information compliance.”