emetriq vs Zeotap

Deutsche Telekom brings social media pitch trend to TV ads

Deutsche Telekom launched a new advertising campaign called 'Unlimited Pitches' for its Unlimited mobile tariffs. The TV spots deliberately avoid professional actors and instead feature real families presenting ideas in the style of a social media pitch trend. One spot shows a young man with a deep voice explaining to his parents how adding family members via PlusKarten lowers the average price of the tariffs; another shows a young woman pitching to her father to equip their patchwork family with Unlimited plans. The campaign was developed by lead agency 0171 and directed by Sven Schrader. Media agency Mindshare is placing the spots on high-reach TV channels, supported by print, out-of-home, shop, and social media activities. Emetriq handles digital media distribution. Telekom manager Sven Grümer says the campaign humorously communicates the benefits of Unlimited tariffs and the 5G network.

• Deutsche Telekom launched the 'Unlimited Pitches' campaign for its Unlimited mobile tariffs.
• The TV spots feature real families rather than professional actors to appear authentic.
• The campaign targets patchwork families and promotes PlusKarten, which lower the average price per line when more people join.

Companies Underestimate First‑Party Data Value — Peter Lorenz

In an interview, Peter Lorenz (Director Business Development and Product Marketing at emetriq / T Advertising Solutions) argues that companies often undervalue their first‑party data and should prioritise data quality, consent and matchability over raw volume. He explains emetriq’s consent‑based approach: hashed login and web movement data from premium partners are matched via a Trusted Third Party to create seed audiences that can be scaled into lookalikes and activated on DSPs or matched to services like Utiq and SSP Equativ. Lorenz sees AI and large language models as both an opportunity for new audience modelling and a privacy/data‑sovereignty risk. He recommends advertisers: (1) inventory and understand existing data, (2) run small tests (e.g., reactivation campaigns), and (3) measure outcomes to prove value. He also defends the open web as a competitive advertising channel when combined with proper identity and data activation solutions.

• Peter Lorenz has worked at Emetriq (the umbrella brand of T Advertising Solutions) since late 2012 and is Director Business Development and Product Marketing.
• Emetriq uses consent‑based login and web movement data from premium partners; data are hashed and processed via a Trusted Third Party so emetriq never sees cleartext email addresses.
• After matching, emetriq builds a seed audience, scales via lookalike models, and activates segments on DSPs; segments can also be matched on Utiq and offered as curated deals on SSP Equativ.

Snowflake, CDP and the experience layer: a conversation between Zeotap and Glassjaw

New blog post published on Sep 24, 2026 featuring a conversation between Zeotap and Glassjaw about Snowflake, CDP, and the experience layer. The previous featured post about the Open CDP launch has been moved down in the blog listing.

Zeotap launches Open CDP on open-source compute

Zeotap announced Open CDP, a deployment of its composable Customer Data Platform (CDP) that runs entirely on open-source compute (Apache Spark) over the customer's own lakehouse (Apache Iceberg tables on object storage). This architecture eliminates the need for a proprietary warehouse, ensures data sovereignty and residency compliance, and avoids per-credit compute costs. The platform supports bring-your-own-catalog with integrations including Databricks Unity Catalog, Google Cloud, Snowflake, and open-source Unity Catalog. Deployment can be fully managed by Zeotap or operated by the customer or a partner. Open CDP targets regulated B2C enterprises in telecommunications, retail, and financial services that require high-volume processing and strict data residency.

• Zeotap launched Open CDP, a composable CDP running on Apache Spark and Iceberg tables.
• Open CDP uses the customer's own object storage and catalog, with no proprietary warehouse.
• Supports Databricks Unity Catalog, Google Cloud, Snowflake, and open-source Unity Catalog.

The Zeotap Composable CDP is live on the Snowflake Marketplace

The Zeotap Composable CDP is now live as a Snowflake Native App! Learn more