{"id":276796,"date":"2026-06-18T11:56:00","date_gmt":"2026-06-18T15:56:00","guid":{"rendered":"https:\/\/news-you-need.com\/index.php\/2026\/06\/18\/how-stagwell-built-privacy-safe-id-matching-on-databricks\/"},"modified":"2026-06-20T06:05:29","modified_gmt":"2026-06-20T10:05:29","slug":"how-stagwell-built-privacy-safe-id-matching-on-databricks","status":"publish","type":"post","link":"https:\/\/news-you-need.com\/index.php\/2026\/06\/18\/how-stagwell-built-privacy-safe-id-matching-on-databricks\/","title":{"rendered":"How Stagwell built privacy-safe ID matching on Databricks"},"content":{"rendered":"<p><a href=\"https:\/\/www.databricks.com\/blog\/how-stagwell-built-privacy-safe-id-matching-databricks\">How Stagwell built privacy-safe ID matching on Databricks<\/a><\/p>\n<p><a href=\"https:\/\/www.databricks.com\/blog\/how-stagwell-built-privacy-safe-id-matching-databricks\">https:\/\/www.databricks.com\/blog\/how-stagwell-built-privacy-safe-id-matching-databricks<\/a><\/p>\n<p>Publish Date: <a href=\"publish_date]\">2026-06-18 11:56:00<\/a><\/p>\n<p>Source Domain: <a href=\"www.databricks.com\">www.databricks.com<\/a><\/p>\n<h2>The identity matching problem brands face today<\/h2>\n<p>Brands invest heavily in building first-party data assets, including purchase histories, CRM records, loyalty programs,and website interactions. That data is fragmented across systems and difficult to activate across channels. However, first-party data alone only tells part of the story.<\/p>\n<p>To build complete audience profiles, brands need to match their records against identity providers&#8217; spines for cross-channel identity graphs spanning email, device IDs, cookies, and offline touchpoints.<\/p>\n<p>The traditional approach is painful. Brands export customer records to a third-party platform, the identity provider runs their matching algorithms, and results come back days later. Every step introduces risk: data leaves the brand&#8217;s secure environment, PII travels across networks, and compliance teams must review data-sharing agreements that can take weeks to negotiate.<\/p>\n<p>At the same time, privacy regulations and platform restrictions have made:<\/p>\n<ul>\n<li data-list-item-id=\"e241e26425a65408c0a51bdcbd6964dd6\">Third-party cookies unreliable<\/li>\n<li data-list-item-id=\"e0344d11460cf9c75ea9fa784adc788ad\">Data sharing risky<\/li>\n<li data-list-item-id=\"e8e73975ff8edb7270c1333f81c9c4c04\">Identity stitching more complex<\/li>\n<\/ul>\n<p>This creates a fundamental gap: Brands have data but lack the ability to connect it to a unified identity layer safely<\/p>\n<p>To bridge this, brands need to:<\/p>\n<ul>\n<li data-list-item-id=\"e37aeac12b38f7d44c2aa894c06671469\">Match their data against a comprehensive identity graph<\/li>\n<li data-list-item-id=\"ebdd974a5d01694a42473fededa1c36f9\">Enrich it with additional signals and attributes<\/li>\n<li data-list-item-id=\"e8579de5843a44e855f755c8e52ebe254\">Do so while protecting raw user-level data<\/li>\n<\/ul>\n<p>The Marketing Cloud, a Global Marketing Services Agency, a Stagwell company, experienced this friction firsthand across their brand clients. They pushed for a better model: one where brands could access Stagwell&#8217;s identity matching capabilities without ever sending their raw data outside their own infrastructure.<\/p>\n<h2>How Marketplace Apps change the distribution model<\/h2>\n<p>Traditional clean room implementations are high-touch, engineering-heavy, and can be slow to deploy.<\/p>\n<p>Databricks Marketplace Apps flip the traditional data-sharing model. Instead of &#8220;send us your data and we will process it,&#8221; the model becomes &#8220;install our app and it runs&#8230;<\/p>\n<p><a href=\"https:\/\/www.databricks.com\/blog\/how-stagwell-built-privacy-safe-id-matching-databricks\">Source<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>How Stagwell built privacy-safe ID matching on Databricks https:\/\/www.databricks.com\/blog\/how-stagwell-built-privacy-safe-id-matching-databricks Publish Date: 2026-06-18 11:56:00 Source Domain:&#8230;<\/p>\n","protected":false},"author":1,"featured_media":276797,"comment_status":"closed","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/www.databricks.com\/sites\/default\/files\/2026-06\/2026-06-blog-how-stagwell-built-privacy-safe-id-matching-on-databricks-og-1200x628-2x.png","fifu_image_alt":"","footnotes":""},"categories":[16],"tags":[],"class_list":["post-276796","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-privacy"],"_links":{"self":[{"href":"https:\/\/news-you-need.com\/index.php\/wp-json\/wp\/v2\/posts\/276796"}],"collection":[{"href":"https:\/\/news-you-need.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/news-you-need.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/news-you-need.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/news-you-need.com\/index.php\/wp-json\/wp\/v2\/comments?post=276796"}],"version-history":[{"count":1,"href":"https:\/\/news-you-need.com\/index.php\/wp-json\/wp\/v2\/posts\/276796\/revisions"}],"predecessor-version":[{"id":276798,"href":"https:\/\/news-you-need.com\/index.php\/wp-json\/wp\/v2\/posts\/276796\/revisions\/276798"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/news-you-need.com\/index.php\/wp-json\/wp\/v2\/media\/276797"}],"wp:attachment":[{"href":"https:\/\/news-you-need.com\/index.php\/wp-json\/wp\/v2\/media?parent=276796"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/news-you-need.com\/index.php\/wp-json\/wp\/v2\/categories?post=276796"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/news-you-need.com\/index.php\/wp-json\/wp\/v2\/tags?post=276796"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}