SANTA MONICA, Calif. – It’s estimated that about 400 billion gigabytes of data are created every day, challenging decision makers to find the best ways to mine this information for insights. Because data is often spread among a variety of organizations including advertisers, agencies, media companies and ad-tech companies, collaboration is needed to unlock deeper insights.
“The fact that marketers really want transparency and understanding of how their campaigns are doing, is one driver of collaboration,” Bill Stratton, global head of the media, entertainment and advertising vertical at cloud-data company Snowflake, said in this interview at the Beet Retreat Santa Monica with Beet.TV contributor Rob Williams.
As much as marketers want transparency, they’re confronting a patchwork of privacy laws that give consumers more control over how their personal information is shared, stored and used for advertising purposes.
“They [marketers] leverage technology from companies like Snowflake to protect privacy, but give transparency and insight to the marketer,” Stratton said. “If you can deliver transparency but protect privacy, then you’re actually achieving the goal of what a lot of marketers and advertising wants to do.”
Data clean rooms provide a secure framework to match data from different sources without sharing the information. That means advertisers and media companies can use a clean room to match customer data with audience data – especially from their streaming services – to make better decisions about media buys.
“Now everyone has a direct-to-consumer streaming service…and so the resulting data from that is what’s been part of this ecosystem,” Stratton said. “And then on the marketer side….we have marketers with their sales data in Snowflake. So if they can match their sales data with who is exposed to their marketing, they can measure that pretty effectively, then, the impact of the marketing campaign.”
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