Articles about
databricks

MarTech platform decisions are shaped by four gravitational forces: the experience suite, the CRM, the enterprise data layer and the engagement runtime. Understanding which gravity should dominate is more useful than comparing feature lists.

Hightouch's LiveRamp bid, Zeta's Palantir partnership, Databricks CustomerLake and Tealium Context API all point to the same shift

Salesforce agreed to acquire Fin for $3.6B and MoEngage acquired Aampe's per-customer decisioning engine.

Databricks launched an agentic CDP inside the lakehouse, GEO became a buyable category almost overnight, and Salesforce shipped Summer '26.

Zero-copy activation is not just a new integration pattern. It is a signal that customer engagement architecture is moving closer to the data warehouse