And Snowflake is already an important vendor within programmatic. The Trade Desk is a Snowflake client. Earlier this year, NBCUniversal launched its own data clean room service with the measurement company VideoAmp, and Snowflake as the technology provider. Last year, the DSP Beeswax, since acquired by Comcast’s Freewheel, also launched a clean room service that only worked for joint Snowflake customers.
Media and advertising is actually the biggest vertical for Snowflake, Stratton said, fueled by the massive data consumption by the category, not necessarily by the number of clients.
The UID2 product doesn’t use a “honeypot” of centralized data, like other advertising ID consortiums, said Bill Michels, The Trade Desk’s GM of product. That means Snowflake is a valuable partner, because it opens up access to data where that raw data is actually housed by many advertisers and publishers – with their cloud vendor.
“Whether you’re a brand, a publisher, a data provider, an identity graph provider or any company that houses data and does analytics, there’s a good chance they use Snowflake’s product,” Michels said. “The data is sitting there, so let’s make it dead simple to adorn it with UID2s.”