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Zeta Global and Palantir Partner to Re-Architect Data Cloud on Palantir Foundry for AI-Driven Enterprise Intelligence

Tapan Patel, Roger Beharry Lall, Gerry Murray — Fri, 21 Aug 2026 04:00:00 GMT

This IDC Market Note examines the June 2026 strategic partnership between Zeta Global and Palantir Technologies, under which Zeta re-architects its Data Cloud on Palantir Foundry and adds Zeta’s enterprise intelligence as a fourth use case. This document assesses what Foundry’s ontology and governance bring to Zeta and its customers, the implications for Zeta’s role in the AI and data infrastructure and intelligence markets, the role of Athena and Data Cloud, and how enterprise buyers should approach due diligence.

“The real value in Zeta’s move onto Foundry is its governed data and semantic foundation. AI initiatives can suffer from a lack of data readiness far more often than from model failure. A shared ontology that links customer, marketing, and operational data lets an agent, such as Athena, turn answers into decisions an enterprise can trust. The joint integration road map and go-to-market execution for well-qualified use cases will be key to the partnership’s impact.” — Tapan Patel, research director, Customer Data Platform, Intelligence and Analytics at IDC

Self-Service, Commerce Graphs, and Criteo GO’s Expanding Reach

Roger Beharry Lall, Ananda Chakravarty, Alex Holtz, Margot Juros — Thu, 20 Aug 2026 04:00:00 GMT

This IDC Market Note discusses how Criteo GO extends the self-service, budget-in-goal-out model pioneered by Google and Meta into the open web, backed by two decades of commerce-graph data. Onboarding friction has genuinely eased, and Drive Discovery makes a real, testable bet on prospecting rather than just retargeting. Criteo’s footprint is expanding quickly across retail media, CTV, and conversational AI, including early moves into local broadcast and LLM-based discovery that remain largely uncontested for now. The deeper story, and the one likely to matter most over the next several product cycles, is a marketwide trade-off between reach and data ownership: Only the walled gardens hold both, and every other vendor in this category, Criteo included, is really choosing which half to prioritize and how honestly to describe that choice to buyers.

“While Criteo successfully addresses an onboarding gap, the self-service tool is just a starting point. The true shift in GO’s competitive position hinges on Drive Discovery and its ability to attract new advertising users and use cases.” — Roger Beharry Lall, research director, Advertising Technologies and SMB Marketing Applications, IDC

Tavant Platform: Aftermarket Intelligence Transforms into Action

Aly Pinder — Tue, 18 Aug 2026 04:00:00 GMT

This IDC Market Note highlights Tavant's recent announcement of the Tavant Platform and provides IDC's perspective on its potential impact on the aftermarket.

"Aftermarket leaders chasing autonomous operations without building a data foundation will find moving from pilot to production-level scale difficult," says Aly Pinder Jr, research vice president, aftermarket services strategies at IDC. "Real value and innovation will come from a strategic foundation that is rooted in practical AI use cases for industry and respective organizational maturity."

IDC MaturityScape Benchmark: AI-Fueled Organization in Korea, 2026

Min Kim — Mon, 17 Aug 2026 04:00:00 GMT

"한국 기업들이 AI 성숙도에서 전 세계 평균에 못 미치는 것은 의지나 인적 역량의 문제가 아니다. 이번 조사에서 한국은 오히려 사람/조직 역량 영역에서 가장 앞서 있는 것으로 나타났다. 문제는 이 사람과 조직의 경쟁력을 실질적인 성과로 전환시켜 줄 전략과 거버넌스, 기술 기반이 아직 갖춰지지 않았다는 데 있다. 많은 한국 기업이 AI 전략을 선언하는 데는 능숙하지만, 이를 전사적으로 실행하는 역량은 아직 검증되지 않았다. 지금 필요한 것은 새로운 기술 투자가 아니라, 이미 갖춘 사람 및 조직 경쟁력을 성과로 연결할 명확한 로드맵과 거버넌스다."라고 IDC의 AI 기반 비즈니스 전략(AI-Fueled Business Strategies) 리서치 담당인 김경민 이사는 말했다.

Atlassian's FY26 Historic Moment: Why Enterprise Customers Are Buying

Stephen Elliot, Jevin Jensen, Jim Mercer — Thu, 13 Aug 2026 04:00:00 GMT

Atlassian recently reported fourth-quarter and full-year FY26 results, beating expectations across the board. A summary of the results is as follows:

Fourth-quarter revenue: $1.766 billion, up 28% YoY
Cloud revenue: $1.2 billion, up 31% YoY
Remaining performance obligations: $4.8 billion, up 44%; a strong forward-revenue signal
Non-GAAP operating margin: 36% (fourth quarter)
GAAP operating margin: 12% (fourth quarter)
FY26 revenue: $6.57 billion, up 26% from $5.22 billion in FY25
FY26 non-GAAP operating income: $1.996 billion (30% margin), up from $1.287 billion (25% margin) in FY25

Dynatrace FY 1Q27 Results: Steady AI and Customer Growth; What's Next?

Stephen Elliot — Thu, 13 Aug 2026 04:00:00 GMT

Several of the key financial and business highlights include:

Total ARR of $2,136 million, an increase of 17% on an as-reported and constant-currency basis
Total revenue of $555 million, an increase of 16%, or 15% on a constant-currency basis
Subscription revenue of $530 million, an increase of 16%, or 15% on a constant-currency basis
GAAP income from operations of $71 million and non-GAAP income from operations of $162 million
Demonstrated four consecutive quarters of acceleration in trailing 12-month organic net-new ARR growth
Nearly doubled annualized logs consumption in the last two quarters to $200 million, growing well over 100% year over year
Delivered significant advancements of Dynatrace Intelligence, extending the power of the Dynatrace platform (New capabilities include Autonomous SRE Agent, Cloud SRE Agent, and Agent Builder to help customers move beyond analysis and recommendations into trusted, autonomous execution.)

Market Share: Worldwide Marketing Campaign Management Applications Shares, 2025

Gerry Murray, Roger Beharry Lall — Thu, 13 Aug 2026 04:00:00 GMT

This IDC presentation provides a detailed breakdown of vendor revenue, share, and growth rates across the top companies competing in the marketing campaign management (MCM) applications market in 2025. The worldwide marketing campaign management applications market reached $34.4 billion in 2025, growing 13.3% over the prior year as AI-driven capabilities reshaped competitive dynamics across the vendor landscape. Salesforce and Adobe held the top 2 positions with a combined share of roughly 24%, while the broader market reflected a notable widening of the competitive field. Klaviyo and Zeta Global posted the strongest growth rates among tracked vendors, each gaining ground on the strength of AI-native architectures and deep investments in first-party data activation. Cloud delivery continued its consolidation as the dominant deployment model, accounting for approximately 94% of total revenue. The Americas retained the largest regional share, contributing nearly 64% of global spend, with EMEA and APJ recording healthy growth as well. Beneath the headline numbers, the market is being shaped by the convergence of marketing, sales, and customer data technologies, a structural shift that is drawing new buyer decision-makers into the purchase process and putting pressure on standalone platforms to expand their value propositions.

“The 2025 market share data tells a clear story: AI capabilities are table stakes and difficult to differentiate, opening the door for a new generation of AI-native disruptors to enter the market. Established vendors that have built on strong data foundations have earned their positions, but incumbency is no longer a safe harbor.” — Gerry Murray, research director, Enterprise Marketing Applications and Agents

IDC MarketScape: U.S. Patient Engagement and Enablement Technology Solutions 2026 Vendor Assessment

Jennifer Eaton — Wed, 12 Aug 2026 04:00:00 GMT

This IDC study assesses the U.S. patient engagement and enablement technology market and the vendors that serve it. Patient engagement has moved from a set of add-on tools to a working part of how providers and payers manage cost, quality, and the relationship with the people they serve. Three forces are driving that shift. Patients now expect the digital convenience they get from other industries. Value-based and outcomes-based payment ties revenue to results that depend on reaching and activating patients. And new interoperability rules, together with more capable AI, are putting more usable data within reach while raising expectations for how quickly and clearly organizations communicate with patients and members. Digital access, remote monitoring, multichannel outreach, education, and AI-driven personalization are becoming standard rather than distinguishing features, and the organizations that succeed are the ones that use them to reach people through the channels they actually use.

The study evaluates vendors on the capabilities and strategies that serve both providers and payers while delivering the consumer-grade experience patients expect. It gives technology buyers a factual basis for comparing solutions, separating shipped capability from road map, and matching a vendor's orientation, whether payer rooted, provider facing, or consumer first, to their own populations and goals.

"Healthcare organizations can no longer treat patient engagement and enablement as a siloed, 'one size fits most' effort aimed at marketing and brand loyalty, and they cannot start and stop with a care encounter or an enrollment window. Engagement has to be continuous, proactive, personalized, and grounded in data that follows the person across their care. The tools and the data to do this now exist, and federal policy is pointing the same way, so the question for 2026 is not whether to build data-driven, whole-person engagement but how quickly an organization can. Patients need it, deserve it, and increasingly expect it." — Jennifer Eaton, research director, IDC Health Insights

Lessons from Cannes Lions 2026: Agentic Buying Becomes Table Stakes as Power Reprices Around Data

Roger Beharry Lall — Wed, 12 Aug 2026 04:00:00 GMT

This IDC Perspective discusses Cannes Lions 2026, which was less an awards show than a map of where power in advertising is moving:

In the nine days around the festival, at least eight platforms shipped autonomous buying, coordination, or measurement infrastructure, turning agentic adtech from a talking point into a baseline expectation,
The real contest now is over who controls the data and measurement beneath the agents.
The holding company era is evolving, with the majors racing to build agentic capabilities of their own even as advantage shifts toward whoever controls governed data.
OpenAI made its debut as an advertising business, pitching ChatGPT as a third gatekeeper — a clear case of capability arriving ahead of the measurement to prove it.
Commerce moved closer to the point of sale as retail media and connected TV converged.

Beneath it all ran a more sober mood, with entries down about a quarter under integrity rules tightened after last year’s AI scandals, and an ongoing gap between what the new tools can do and the measurement needed to trust them.

“Cannes 2026 was the year the industry stopped asking what AI could do and started asking whether it worked. Agentic adtech became the baseline, and power moved to whoever controls accountable data and measurement, but the trophies still went to human hands. The machines will run the pipes; taste, judgment, and nerve remain the job.” — Roger Beharry Lall, research director, Advertising Technologies and SMB Marketing Applications at IDC

The Need for Enterprise Governance in an Era of Walled Garden Adtech Uncertainty

Roger Beharry Lall — Wed, 12 Aug 2026 04:00:00 GMT

This IDC Perspective discusses the need for enterprise governance in an era of walled garden adtech uncertainty. Enterprise dependence on dominant advertising platforms now exposes organizations to unprecedented legal, regulatory, and operational risk. Governance tools exist, including independent measurement, consent management, and media diversification, but the critical gap is organizational intent and oversight. As AI-driven automation accelerates, enterprises must embed platform governance into technology, legal, and risk frameworks now, building resilience before regulatory and market shifts force a reactive response.

"When advertising platforms become critical infrastructure, the real risk isn't technology; it's governance. As AI and regulatory pressure reshape the landscape, the question for enterprises is no longer if disruption will come, but whether their governance is ready before it does." — Roger Beharry Lall, research director, Advertising Technologies, IDC