Thursday, 15 July 2021 13:47

Snowflake adopts Unified ID 2.0

Snowflake global head of media and advertising industry Bill Stratton Snowflake global head of media and advertising industry Bill Stratton

Data cloud specialist Snowflake has announced support for Unified ID 2.0, which will help organisations enrich their audience data without sharing personally identifiable information.

Unified ID 2.0 is an open source identity solution gives consumers more control over their data while allowing the advertising and publishing ecosystem to make use of audience data.

According to Snowflake, the availability of UID 2.0 on the Snowflake Data Marketplace will empower its advertising and publishing partners to safely manage their first party data by matching identifiers for a single-view of their consumer.

"Unified ID 2.0 was created to provide the advertising industry in the open internet with the ability to collaborate on email-based audience data, while also providing more consumer control," said The Trade Desk general manager of product Bill Michels. (The Trade Desk was the originator of Unified ID 2.0.)

"With Unified ID 2.0 and Snowflake's Data Cloud, our customers will be able to more efficiently bring data together from across platforms and engage in more effective audience targeting and measurement, redefining how the industry leverages data insights."

Unified ID 2.0 partners include BuzzFeed, InTouch, Nielsen, Rolling Stone, and Tubi TV.

"By adding the UID 2.0 solution to the Snowflake Data Marketplace, all Snowflake customers will be able to seamlessly leverage the integration and join their first- and third-party data in a privacy-conscious manner, activated directly from the Snowflake platform ," said Snowflake global head of media and advertising industry Bill Stratton.

"We look forward to expanding our capabilities even more to continue solving the key challenges for the advertising industry."

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Stephen Withers

Stephen Withers is one of Australia¹s most experienced IT journalists, having begun his career in the days of 8-bit 'microcomputers'. He covers the gamut from gadgets to enterprise systems. In previous lives he has been an academic, a systems programmer, an IT support manager, and an online services manager. Stephen holds an honours degree in Management Sciences and a PhD in Industrial and Business Studies.

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