In Snowflake, We are on a quest to support users in unleashing their data. Our vision of the entire ecosystem is that Snowflake offers the cross-cloud data infrastructure and the technology our partners will be able to use to offer modern solutions to empower the business user.
Let’s take the advertising and media industry, for instance. To improve the effectiveness of advertising, Snowflake recently announced the Media Data Cloud to connect with the entire industry via data collaboration. Advertising and media rely on the smart usage of live first-party data to enable marketing activation and monitoring. The shift in this direction has been amplified through the elimination of third-party advertising cookies, which makes it more difficult to measure the effectiveness of marketing campaigns and enhance the effectiveness of campaigns upon real-time consumer interaction.
Advertisers, publishers, and tech firms want to work using their first-party information with a privacy-friendly method that allows for better targeted, active, and measuring.
Yet, the customers can’t find any effective method of doing it safely and without a data method that protects the customer’s privacy. In the past, collaboration with data was required for partners to send copies of their data to one another or an outside organization that could block access to data to match requests for data and share results. It was a difficult model to expand.
To extend our newly established partnership, we’re pleased to confirm the fact that Snowflake Ventures is investing in Habu, which is a world-class innovator in the field of data cleaning software that enables collaboration among Snowflake customers without the need to copy or move data with the same security and privacy demands.
Habu offers its range of cleanroom applications for data exclusively to the Media Data Cloud, Snowflake’s collaboration data network that securely connects advertisers, publishers, and brands to companies in the field of technology.
Clean rooms and data collaboration have become more important in advertising. Imagine the possibility of a business looking to advertise its product through a streaming service. The business has plenty of information on customer demographics and historical transactions, while the media firm is aware of the programs its customers are watching. By combining their information about consumers safely and safely, both parties can determine which audience segment is most likely to be attracted to the company’s products.
We at Snowflake are relentlessly providing our customers with an easy experience by constantly removing the complexity and hassle of managing data. Habu and Snowflake give advertising and media firms the capacity to work together on data outside of the box in a secure and compliant manner, where both parties retain control and authority over their data.
In partnering with Habu, Snowflake can assist in overcoming one of the most difficult issues in data collaboration and also make it easier for both publishers and marketers to run their campaigns. We’ve already seen great success in the hands of some major Snowflake users and are looking forward to working in partnership with Habu to make this a reality.
