Narrative announces Composable Identity partnership with Hightouch

Overview

Today, Narrative is excited to announce our Composable Identity partnership with Hightouch—a Snowflake-native platform that enables enterprise marketers and media networks to build, own, and activate custom identity graphs by combining first-party data with 30+ third-party providers directly in Snowflake. This complements Hightouch’s Adaptive Identity Resolution, which enables enterprises to create flexible identity graphs using their first-party data by bringing in third-party data sources to enrich customer profiles.

Through this partnership, complex enterprises and media networks can create identity graphs enriched by third-party data, improving personalization and audience reach across their advertising channels. Instead of being forced to choose between expensive and inflexible black-box identity vendors or using first-party data alone, businesses can compose their ideal identity graph using the best providers for their specific use cases and then use that graph to target addressable audiences across digital, paid media, and lifecycle channels.

Why existing third-party identity solutions trap businesses in impossible trade-offs

Enterprise marketers and media networks face unsatisfactory third-party identity solutions that require difficult trade-offs between coverage, cost, and usability:

  1. Single-vendor solutions limit coverage, but multi-vendor approaches create expensive duplication. No identity provider offers complete coverage across all identity assets needed, leading businesses to overspend on unnecessary services.
  2. Identity investments don’t drive much value without activation. Third-party solutions often only provide basic activation options, preventing marketing teams from fully leveraging their identity investments across customer experiences.
  3. Fragmented systems create compliance nightmares. Cobbling together identity providers creates governance challenges that are difficult to manage effectively, leading to risks of data misuse and compliance failures.

The outcome? Businesses either accept limited identity coverage, pay for duplicative services, or face unnecessary complexity and risk.

David Wells, Industry Principal at Snowflake, states: "We see enterprises struggling with the same identity challenge... The future belongs to companies that can build and own their identity graphs in their own data cloud... That’s exactly what Hightouch and Narrative deliver together on Snowflake."

What makes Composable Identity different

Hightouch's partnership with Narrative eradicates traditional identity trade-offs by providing tools for building custom multi-provider identity graphs in Snowflake, which can be activated across over 250 marketing channels. Governance is integrated at every layer, ensuring that data is not misused or shared without consent.

  1. Build identity graphs using first-party data and multiple third-party providers. Fill critical identity gaps by combining first-party data with 30+ specialized identity providers.
  2. Personalize experiences and improve reach across 250+ marketing channels. Utilize Hightouch to activate audiences from your identity graph across various platforms, enhancing digital and lifecycle personalization.
  3. Manage risk and liability with automated governance at every layer. Protect data usage and ensure compliance with privacy regulations across every touchpoint.

Tim Mahlman, CEO of Narrative, shares: "We built Composable Identity because enterprises should control their identity graphs in their own infrastructure... our partnership with Hightouch gives you transparent identity resolution combined with sophisticated orchestration capabilities to actually put that data to work across your entire marketing stack."

How it works

The process of creating, orchestrating, and activating your identity graph occurs within your Snowflake environment:

1. Compose your third-party identity graph with multiple providers

Use Narrative's marketplace to combine first-party and third-party identities. This supports three core capabilities:

  • Entity resolution - Unify fragmented customer data across devices and interactions.
  • Third-party data enrichment - Append demographic and behavioral data for targeting.
  • Data onboarding - Enhance match rates with additional identifiers.

2. Curate custom audiences from your identity graph

Create audience segments and customer journeys using your enriched identity graph in Snowflake with Hightouch’s visual audience builder.

3. Activate audiences with enhanced match rates across 250+ channels

Sync audiences and conversion events across platforms to enhance targeting and optimize outcomes.

How customers use Composable Identity

Media networks increase advertiser value and CPM-based revenue

Media networks leverage Composable Identity to enhance audience profiles and expand reach for premium targeting, thereby driving higher CPMs.

Retailers and QSRs unify customer experiences across all touchpoints

With Composable Identity, businesses can connect customer interactions across channels, enhancing cross-sell opportunities and customer engagement.

Ready to build and activate your identity graph?

Narrative’s partnership with Hightouch provides a solution that addresses traditional challenges in third-party identity solutions, allowing enterprises to build flexible and compliant identity graphs tailored to their needs.