Changelog

Account admins can now tune profile culling directly, deciding which profiles the nightly cull job drops from the profile store without routing the change through an account manager. Author the cull rule with the same segment builder you use for audiences, see how many profiles currently match before you save, and adjust the anonymous-only retention window on your own schedule — handy for keeping the profile store focused on identifiable people and for trimming the long tail of stale anonymous traffic.

The new Spotify integration lets you activate Lytics audiences against Spotify's listener base, so the same first-party segments you already use for email and display can drive audio campaigns in Spotify Ad Studio.

The Databricks integration now ships three new export workflows — Export Event Data, Export System Events, and Export Audience Changes — bringing it to parity with the Snowflake and BigQuery destinations. If Databricks is where your team already does analytics, modeling, or BI, you can now keep raw Lytics activity right alongside the rest of your lakehouse data.

The Snowflake and Databricks integrations now include an Export Metrics workflow that lands raw time-series metric data — segment sizes, stream volumes, job activity, and the rest of the /v2/metric catalog — directly in your warehouse for analysis and reporting. Same controls as the existing BigQuery metric export, now available against two more destinations.

The new LINE Ads integration pushes Lytics audiences into LINE Ads as Custom Audiences for targeting in your LINE campaigns. Identifiers are normalized and SHA-256 hashed by Lytics before upload; values that are already hashed pass through unchanged.

The The Trade Desk integration now includes a Conversions Export job that sends server-side conversion events from a Lytics audience to The Trade Desk's Real-Time Conversion Events API. Use it to track page views against a universal pixel or to send user-interaction events (purchase, add-to-cart, etc.) against an event tracking tag.

The Google Cloud Storage integration now includes an Export Activity Data job that writes raw events from your Lytics streams to a GCS object as CSV. Use it to archive event history, hand data off to downstream tools that read from GCS, or run analysis outside of Lytics.

The Salesforce Data Cloud integration connects Lytics with Salesforce Data Cloud so you can import unified Individual profiles, segment membership, and calculated insights into Lytics, and send Lytics audiences and user fields back to Data Cloud either in real time via the Ingestion API or in bulk via Google Cloud Storage for zero-copy ingestion.

Metric Threshold Alerts let you set expected min and max bounds directly on Lytics activity charts. When a metric falls outside the configured bounds, Lytics sends a batched email to users opted in to alerts — no separate monitoring job to configure.

The redesigned audience builder is now the default experience for creating and editing audiences. The legacy builder will be sunset on May 4, 2026 — after that date, all audience creation and editing will happen in the new builder.