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Snowflake now supports open-source Unified ID 2.0 with enhanced audience targeting and protection

By Ryan Morris-Reade
Fri 16 Jul 2021

Snowflake announces support for the open-source Unified ID 2.0 to help enrich and protect audience data. 

Snowflake has announced it now supports Unified ID 2.0 to help organisations easily enrich audience data without sharing consumers personally identifiable information. 

Snowflake says customers will be able to optimise data-first advertising strategies by directly accessing audiences on any platform that has adopted Unified ID 2.0. 

Unified ID 2.0 is an open-source, industry-governed identity solution developed by The Trade Desk. It preserves relevant advertising audience data for the brands, agencies, publishers, data partners, and data platforms that might benefit from data sharing. 

According to Snowflake, Unified ID 2.0 will leverage secure data sharing technology in the Snowflake Data Marketplace and provide an alternative to third-party cookies and a potential replacement for traditional APIs and email integration solutions. With the availability of Unified ID 2.0 on the Snowflake Data Marketplace, Snowflake says advertising and publishing partners can use the Data Cloud to safely manage their first-party data by matching identifiers for a single view of their consumers.

Many platforms accept Unified ID 2.0, including The Washington Post, FuboTV, Tubi TV, Magnite, Oracle, Nielsen, and LiveRamp.

“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,” says The Trade Desk general manager of product, Bill Michels. 

“With Unified ID 2.0 and Snowflakes 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, re-defining how the industry leverages data insights.”

With the Snowflake Data Marketplace and Unified ID 2.0:

  • Brands will be able to join purchase data and ad exposure data tied to Unified ID 2.0s, helping them optimise audience targeting on the open internet in near-real-time while keeping consumer privacy in mind.
  • Publishers will 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 will be able to augment data assets of brands and publishers in a privacy-conscious way, as PII data never needs to move from Snowflakes single, integrated platform.

“By adding the UID 2.0 solution to the Snowflake Data Marketplace, all Snowflake customers will be able to leverage the integration and join their first seamlessly- and third-party data in a privacy-conscious manner, activated directly from the Snowflake platform,” says 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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