As industry standards change and increasing regulatory oversight forces media publishers and advertisers to adapt, organizations are expressing either a lack of concern about the death of cookies or busy implementing tools to activate their data in a post-cookie world.
Many of these adopted Snowflake, a leader in cloud computing and one of the fastest growing software companies. Snowflake aims to improve advertising efficiency by enabling organizations to collaborate with any data set on any cloud and essentially enables entire industries to share data and drive innovation.
During a New York advertising billboard On creating a lasting, privacy-focused advertising strategy, Bill Stratton, Snowflake’s Global Head of Media and Advertising Industry, explained why companies are adopting Snowflake to securely share, protect and activate their data to promote growth in a cookie-free climate; how data enrichment, identity, measurement, activation and analytics partners connect in near real time; and how executives are leveraging the Media Data Cloud to secure their database, protect consumer data, and drive ad growth.
According to Snowflake CEO Frank Slootman, privacy laws prevent new players like Disney from enriching and arming their data for advertising purposes and from competing with Google, Facebook and global governments. Snowflake seeks to overcome these constraints and enable businesses to enrich and share data using its data cleanroom capabilities while maintaining compliance.
We’re in the golden age of content, and consumers have more programs to choose from than ever before, offering new levels of personalization and relevance. Advertisers can develop new approaches to measure marketing performance and completely reinvent their marketing strategies.
However, the industry is in a unique position. While the element of security and privacy is increasingly important, there is now an increased demand for collaboration and data transparency. Privacy legislation such as GDPR is on the rise, but advertisers and publishers should take advantage of data matching and enable a single view of the consumer or measure media campaigns across multiple platforms.
Traditionally, privacy and data collaboration have clashed. Enter: Privacy Sandboxes, the industry’s initial approach to providing anonymity to user data while allowing advertisers to use behavioral targeting where only the technology platform governed the rules of how the data works. While this was a step in the right direction, this measure lacked the level of true, two-way transparency that advertisers sought.
Snowflake has sought to provide any business with the technological means to essentially design their own privacy sandbox for any purpose, without having to store data in a silo or send it across several different platforms.
For marketers to get the most out of Snowflake’s offerings, they need to invest in a sustainable data strategy to drive ad growth while taking a proactive approach to privacy. Additionally, Statton implored advertisers to recognize that a future-proof data strategy requires the ability to maintain strict data governance while accessing and keeping all relevant data from a single source. sharing with ecosystem partners.
Snowflake’s Media Data Cloud provides advertisers and media publishers the means to recognize and achieve adaptive goals by enabling them to leverage the capabilities of the Snowflake platform, tailor-made solutions and a growing quantity of natively available data. With this, advertisers can plan campaigns, collaborate with partners and measure effectiveness in a governed and secure environment.
The Media Data Cloud also offers identity and enrichment services that enable enterprises to run without managing fragile, complex and expensive pipelines. In turn, these companies can accelerate advertising growth, increase subscriber acquisition and retention, and provide differentiated advertising technology solutions.