Adtech and martech companies are engaged in a fierce battle for audience attention. Customers are bombarded with thousands of ads and marketing messages every day, and the average attention span is plummeting, so it’s no wonder they tune out — or turn on ad blockers. But it’s not all doom and gloom. The global adtech market is expected to grow at a rate of 22.4% through 2030, and martech’s projected growth rate is 18.5% through 2032.

The Snowflake AI Data Cloud has democratized data for thousands of customers, removing data silos and powering data sharing and collaboration use cases. Many customers have been able to unlock enormous value from their data with Snowflake, including safely collaborating on sensitive data using Snowflake Data Clean Rooms and Data Governance features. However, some highly sensitive data has remained off-limits due to regulatory requirements and privacy concerns — until now.

Adobe launched Adobe Experience Platform Federated Audience Composition, now generally available on Snowflake, allowing organizations to unlock seamless interoperability for marketers by integrating Snowflake's AI Data Cloud with Adobe Real-Time Customer Data Platform (CDP) and Adobe Journey Optimizer.

To enhance security and ease operational burden, many organizations with data lakes or lakehouses want flexibility to securely integrate their tools of choice on a single copy of data. An open standard for storage format and catalog API has helped, but there’s still a need for open standards for the catalog, including a consistent way to apply security access controls to data.

Predictive machine learning continues to be a cornerstone of data-driven decision-making. However, as organizations accumulate more data in a wide variety of forms, and as modeling techniques continue to advance, the tasks of a data scientist and ML engineer are becoming increasingly complex. Oftentimes, more effort is spent on managing infrastructure, jumping through package management hurdles, and dealing with scalability issues than on actual model development.

As organizations increasingly seek to enhance decision-making and drive operational efficiencies by making knowledge in documents accessible via conversational applications, a RAG-based application framework has quickly become the most efficient and scalable approach. As RAG-based application development continues to grow, the solutions to process and manage the documents that power these applications need to evolve with scalability and efficiency in mind. Until now, document preparation (e.g.

If innovation is the ultimate goal in business and technology today, then consider generative AI (gen AI) the vehicle taking us there — and a strong data strategy, the fuel. Despite all its promise of productivity gains and new discoveries, gen AI alone can't do it all. The technology needs a "very ready" data foundation to feed on, something the vast majority of businesses today (78%) do not possess, according to a new report by MIT Technology Review Insights, in partnership with Snowflake.

When scaling data science and ML workloads, organizations frequently encounter challenges in building large, robust production ML pipelines. Common issues include redundant efforts between development and production teams, as well as inconsistencies between the features used in training and those in the serving stack, which can lead to decreased performance. Many teams turn to feature stores to create a centralized repository that maintains a consistent and up-to-date set of ML features.

AI has profoundly impacted the life sciences industry for the past couple of decades. In the 2000s, researchers were able to use AI to analyze the human genome, identifying genetic markers and variations that could predict an individual’s susceptibility to certain diseases. This opened the door to personalized medicine and more effective therapies for genetic disorders.

Privacy is no longer a growing requirement for doing business — it's the new status quo. The stakes for not protecting it have only intensified. Consumers have been demanding greater control and privacy over their data for years, and now vast numbers are taking action to protect it, turning off tracking, using cookieless environments and relying on ad blockers at rapidly increasing rates.