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Infutor suite of identity resolution services integrated into Snowflake Media Data Cloud

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Infutor suite of identity resolution services integrated into Snowflake Media Data Cloud


Infutor’s suite of identity data and identity resolution services are now integrated in Snowflake’s Media Data Cloud. This allows Snowflake’s brand, agency, platform and publisher clients the ability to enrich and activate first-party data and utilize data clean rooms. 

Infutor says the integration will extend its identity resolution platform and let marketers construct a better, 360-degree view of customers in secure, privacy-forward environments.


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The Media Data Cloud is designed to provide low-cost, high-speed data shares that reduce data friction, improve security and accelerate speed to market. Infutor’s embedded Identity Resolution function will take any number of consumer identity inputs, reconcile those to an individual in the Infutor TrueSource™ Identity Graph and return more intelligence to help unlock accurate insights on that identity.

Infutor says its TrueSource™ Identity Graph features 260+ million consumers and 100 million daily updates compiled from deterministic, authoritative and permissible data from numerous privacy and security-compliant sources, enabling marketers to anchor first, second and third-party data sources to the U.S. population. Infutor was recently acquired by risk analytics platform Verisk.

Why we care. This is one of the latest indications of ways in which a pure data cloud like Snowflake is strategically advancing on the CDP space. Many brands plug Infutor’s vast ID database into activation engines like a CDP. Most (by no means all) CDPs contain marketing and other transactional data about consumers. Snowflake and its competitors like Databricks and Confluent offer a single cloud platform for all business data and workloads. Brands investing in something like Snowflake will wonder if they need a CDP too. Nobody wants two sources of truth.

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On the other hand, at least one CDP is working hand-in-glove with Snowflake. Simon Data just announced a partnership with Snowflake as part of the “Powered by Snowflake” program. Simon Data is actually built on Snowflake as a downstream application to activate Snowflake data. “Simon Data is the model for how SaaS applications can be built on Snowflake’s technology and fully activate data across the expanding Snowflake ecosystem,” said Bill Stratton, head of media and analytics at Snowflake in a release.

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About The Author

Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for CBSNews.com, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.



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Old Navy to drop NFTs in July 4th promo update

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Old Navy to drop NFTs in July 4th promo update

Old Navy will update its yearly Fourth of July promotions by saluting the metaverse with an NFT drop, going live June 29.

In honor of the year they were founded, the retailer will release 1,994 common NFTs, each selling for $0.94. The NFTs will feature the iconic Magic the Dog and t include a promo code for customers to claim an Old Navy t-shirt at Old Navy locations or online.

“This launch is Old Navy’s first activation in web3 or with NFTs,” an Old Navy spokesperson told MarTech. “As a brand rooted in democratization and inclusivity, it was essential that we provide access and education for all with the launch of our first NFT collection. We want all our customers, whether they have experience with web3, to be able to learn and participate in this activation.”

Accessible and user-friendly. Any customer can participate by visiting a page off of Old Navy’s home site, where they’ll find step-by-step instructions.

There will also be an auction for a unique one-of-one NFT. All proceeds for the NFT and shirt sales go to Old Navy’s longtime charitable partner, Boys & Girls Clubs of America.

Additionally, 10% of NFT resales on the secondary market will also go to Boys & Girls Clubs.

Support. This activation is supported by Sweet, who’s played a major role in campaigns for other early NFT adopters like Burger King.

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The Old Navy NFTs will be minted on the Tezos blockchain, known for its low carbon footprint.

“This is Old Navy’s first time playing in the web3 space, and we are using the launch of our first NFT collection to test and learn,” said Old Navy’s spokesperson. “We’re excited to enable our customers with a new way to engage with our iconic brand and hero offerings and look forward to exploring additional consumer activations in web3 in the future.”

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Read next: 4 key strategies for NFT brand launches

Why we care. Macy’s also announced an NFT promotion timed to their fireworks show. This one will award one of 10,000 NFTs to those who join their Discord server.

Old Navy, in contrast, is keeping customers closer to their owned channels, and not funneling customers to Discord. Old Navy consumers who don’t have an NFT wallet can sign up through Sweet to purchase and bid on NFTs.

While Macy’s has done previous web3 promotions, this is Old Navy’s first. They’ve aligned a charity partner, brand tradition and concern for the environment with a solid first crack at crypto.


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About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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