Don’t feel sorry for Meta: this IAB report finds that U.S. social media ad revenue grew by 39% in 2021, faster than search (32.8%) or display ads (29%) but less than digital video (51%). Total internet advertising grew by 35.4% to reach $186 billion, while the next-largest ad channel, television, rose just 8.7% to about $67 billion.

Amperity has launched Lakehouse CDP,  which delivers CDP functions within “lakehouse” data stores including Snowflake and Databricks.  Amperity tools for data modeling, data quality, identity resolution, generative AI, segmentation, and performance measurement will send all results to a company’s own lakehouse rather than a separate Amperity-managed database. Modules can be used independently but the real benefit here is that Amperity is one of the few “composable” CDP vendors who offer a complete set of pre-integrated CDP functions.