It’s during this exchange of campaign briefs between the hands of the business and those of data teams that agencies and advertisers begin to face challenges in aligning the core strategy to execution, Including:

To summarize these challenges, they are each a symptom of a fragmented process where:

One can’t ignore the role that technology has played in the hardening of these sub-optimal processes. Technology lacked the ability to accurately translate intent and data platforms themselves offered few tools to synthesize data insights in a meaningful way for the business. The most effective bridge between these two groups was either a data-curious strategist or a data analyst who could articulate an organization's mission, product-market fit, and strategic goals. This also assumes the strategist has access to the database, and the analyst has the ear of the business (a big assumption).

To address the gap between intent and execution that persists today, our AI-powered solution, built on Databricks Data Intelligence Platform, enables advertisers and agencies to build audiences in natural language, discover previously unknown patterns in their data, and drive more effective campaigns.

At its core, this solution leverages Databricks’ latest advancements in agentic AI – Genie, custom tool-calling agents, and Agent Bricks – to more effectively surface insights to advertisers and enable faster audience segmentation against unified population datasets that span hundreds of millions of consumers and thousands of attributes.