Big Data Management

Snowflake Announces Support of Unified ID 2.0

The Data Cloud company, Snowflake, announced today the support for Unified ID 2.0 to help organizations easily enrich audience data, without sharing consumers’ personally identifiable information (PII). This Unified ID 2.0 support means that the customers will be able to optimize their data-first advertising strategies by directly activating audiences on any platform that has adopted Unified ID 2.0, utilizing Snowflake’s secure data sharing technology.

Unified ID 2.0 developed by The Trade Desk is an open-source, industry-governed identity solution preserving the value of relevant advertising audience data for the brands, agencies, publishers, data partners, and data platforms that benefit from data sharing while giving consumers more control over the use of their data. In the Snowflake Marketplace, as Unified ID 2.0 leverages secure data sharing technology, it will provide an alternative to third-party cookies and a potential replacement for traditional APIs and email integration solutions. The availability of Unified ID 2.0 on the Snowflake Data Marketplace will enable Snowflake advertising and publishing partners to influence the power of the Data Cloud to safely manage their first-party data by matching identifiers for a single view of their consumer.

The Washington Post, FuboTV, Tubi TV, Magnite, Oracle, Nielsen, LiveRamp etc. are some of the platforms that accept Unified ID 2.0

Snowflake Data Marketplace and Unified ID 2.0 will empower:

• Brands to join purchase data and ad exposure data tied to Unified ID 2.0s that will help them more effectively to optimize audience targeting on the open internet in near-real-time while keeping consumer privacy in mind.
• Publishers to be able to activate their first-party data with Unified ID 2.0s and pass them to SSPs and DSPs for execution without sharing any first-party PII.
• Data partners to augment data assets of brands and publishers in a privacy-conscious way since PII data never needs to move from Snowflake’s single, integrated platform.

About Snowflake
Snowflake enables every organization to mobilize their data with Snowflake's Data Cloud. Customers use the Data Cloud to unite siloed data, discover and securely share data, and execute diverse analytic workloads. Snowflake delivers a single data experience that spans multiple clouds and geographies no matter where the users or the data lives. Thousands of customers across many industries, including 187 of the 2020 Fortune 500 as of April 30, 2021, use Snowflake Data Cloud to power their businesses.

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