Google Cloud has been making serious investments in Apache Iceberg. They recently launched Google Cloud's cross-cloud Lakehouse, which provides openness without tradeoffs by bringing BigQuery-level performance and governance to open lakehouse formats. Hightouch is extending that same promise to marketing and advertising.
Hightouch is now the first and only Customer Data Platform and Agentic Marketing Platform that integrates directly with Google Cloud’s cross-cloud Lakehouse. Using Hightouch, teams can power their marketing directly on an open Iceberg lakehouse and activate that data across the Google Cloud ecosystem.
Why Iceberg and open lakehouse formats matter
As enterprises modernize onto lakehouse architectures, they have been rapidly standardizing on Apache Iceberg and open table formats. Iceberg gives data teams:
- Open storage, multiple engines: A single Iceberg table can be read and written by BigQuery, Spark, Trino, and other engines without copies or proprietary formats.
- Future-proofing for composable architectures: When storage is open and independent, you can swap in the right compute engine—or SaaS application—for each workload without re-platforming your data.
The industry is seeing rapid Iceberg adoption among the largest enterprises in the world—including multi-region, multi-brand environments with petabyte-scale data.
“Enterprises are standardizing on Iceberg because they want to own their data and choose the best engine for every workload. Marketing should be no different. Hightouch on Google Cloud’s cross-cloud Lakehouse means your marketing runs on the same open, governed data foundation that powers your analytics and AI, not a siloed copy of it.”
— Andrew Jesien, Field CTO at Hightouch
How Hightouch runs on Google Cloud’s cross-cloud Lakehouse
Hightouch is a data platform-native Customer Data Platform (CDP) and Agentic Marketing Platform (AMP). Just like Hightouch powers marketing and advertising directly from BigQuery, it can now do so from Google Cloud’s Lakehouse.
Hightouch plugs directly into Google Cloud’s Lakehouse by querying Iceberg tables in place through BigQuery, with no replication into a separate data store. This honors Google’s native governance and access controls while powering marketing and AI workloads from the same tables your analytics and machine learning teams trust.
With this foundation on Google Cloud Lakehouse, Hightouch enables teams to:
- Run CDP and marketing workloads on Iceberg tables. Collect event data into the lakehouse and unify complete customer 360s.
- Power your entire marketing ecosystem and customer experiences from the lakehouse, activating audiences, events, and journeys to 300+ destinations, including real-time web and app experiences and other Google tools like the Google Ads Data Manager API.
- Find insights, build creative, and execute personalized campaigns faster and at a greater scale than ever before with the Agentic Marketing Platform (which uses Google Gemini to build high-quality creative).
Hightouch uses Gemini to make on-brand, fully editable creative assets for advertising and lifecycle marketing
Get started
If you’re already running on Google Cloud Lakehouse, you can start using Hightouch today to power your marketing and AI from that data foundation. To see it in action, reach out to request a demo.
