Lytics adds cloud data connection feature to improve ad targeting

Customer data platform Lytics announced today that it’s offering a new tool that allows users to enhance their advertising campaigns via cloud data warehouses. The feature, Cloud Connect, is a freemium offering linking to Google Big Query, Amazon Redshift, Microsoft Azure, and Snowflake.

The tool will let marketers generate customer audiences using a SQL query editor to better connect their campaigns. It will allow them to activate advertising segments across many platforms, including Google Ads, LinkedIn Ads, and Amazon Ads.

Cloud Connect’s free version gives users one data warehouse connection and one ad network. Those who wish to use it must create an account, which can be accessed via Lytics’ website or the Google Cloud Marketplace. There are also varied subscriptions available to meet specific campaign needs.

James McDermott, CEO of Lytics, said the CDP industry must think about how their customers can manage and activate customer data, and that Cloud Connect can fill this role using their customers’ cloud data warehouse.

Why we care. One complaint we’ve heard about CDP implementation is the need to move data from the data warehouse or lake, and other various silos in the organization, into the CDP so that segmentation and activation can take place. Lytics is leaving data in the data warehouse and inserting itself into the architecture between that warehouse and the campaign activation level.

Cloud Connect offers improved regulatory compliance and security capabilities, which can give marketers a leg up in audience targeting. And gaining this fuller view of customers’ data will help them provide greater personalization in their advertising campaigns.

With the deprecation of third-party cookies and data privacy legislation, marketers must find ways to understand their customers’ interests in compliant ways. Lytics’ new offering seeks to help professionals generate more relevant audiences with greater access to customer data.