TransUnion said it made a deal to enable brands and publishers to access its TruAudience consumer identity data within Samooha, Snowflake’s clean-room environment.

Clients will be able to securely connect, collaborate and share online and offline customer data  in their Snowflake account, the companies said.

"TransUnion’s leading identity data and enrichment augment our data clean room and enable seamless data collaboration across marketing channels, without the need to directly share sensitive customer data," said Kamakshi Sivaramakrishnan, co-founder of Samooha. “This innovation empowers clients to establish enduring data partnerships, gain invaluable customer insights, and maintain stringent consumer privacy controls."

TruAudience combines the expansive consumer data, advanced identity resolution, audience building, and targeting capabilities of TransUnion and Neustar into an interoperable suite of privacy-first marketing solutions.  

The product suite offers closed-loop marketing measurement and attribution.

"Our partnership with Snowflake, through the Samooha solution, addresses the challenges faced by those who have begun leveraging data clean rooms, but are struggling to unlock their full value due to a lack of identity translation," said Michael Schoen, executive VP, and head of TruAudience marketing solutions at TransUnion. 

"This native identity management and collaboration solution deepens our integration into the Snowflake platform and Media Data Cloud, building on our transfer-less identity resolution capabilities,” Schoen said. “Marketers can now improve their collaborations with the same identity used to deduplicate and enrich their first-party data.”

Samooha, by Snowflake, is a Snowflake Native  App available on the Snowflake marketplace.

Magnite said it has enabled Snowflake’s secure data cloud to operate within Magnite Access, enabling buyers and sellers to use data to manage, create and transact audience segments.

Snowflake’s clean-room technology permits thousands of organizations to safely share and unlock the value of their data.

“Although the audience-based transaction model continues to be presented with challenges, buyers and sellers still desire to leverage first and third party data to make the most of their high-value assets,” Kristen Williams, senior VP of strategic partnerships at Magnite, said. “We look forward to being able to deliver value for our clients with the combination of our best-in-class technology and access to premium supply combined with Snowflake’s powerful and secure data offering.” 

Magnite’s streaming supply spans more than 80 million U.S. connected TV households and accounts for 90% of ad-supported CTV viewers in the country. 

“Snowflake occupies a unique position in the marketplace in that we’re equipped to enable data connectivity in a transparent, privacy-preserving manner,” Snowflake global head, Media, Entertainment & Advertising Bill Stratton said. “Our partnership with Magnite will allow us to provide scaled activation for advertisers and agencies, ensuring they’re able to drive consistent results despite the upcoming changes to the addressability landscape.” 

“In today’s landscape where client first-party data activation is a core strategic element across all channels, Omni's integration with Magnite via Snowflake provides our OMG advertisers a direct and secure path to audience activation,” Josh Farbman, U.S. head of activation at Annalect, said. “This enables them to focus investment towards the most relevant consumers, while also benefiting from the cost and performance efficiencies that direct integrations with the supply-side offer.”

Clients use Snowflake to unite siloed data, securely share data, and execute diverse analytic workloads. Snowflake delivers a single data experience that spans multiple clouds and geographies.

“In today’s landscape where client first-party data activation is a core strategic element across all channels, Omni's integration with Magnite via Snowflake provides our OMG advertisers a direct and secure path to audience activation,” Josh Farbman, U.S. Head of Activation at OMG’s Annalect unit, said. “This enables them to focus investment towards the most relevant consumers, while also benefiting from the cost and performance efficiencies that direct integrations with the supply-side offer.”

Snowflake Ventures has made an investment in OpenAP, taking a minority stake in the advanced TV advertising company.

The investment by the venture capital arm of data cloud company Snowflake, will stimulate the development of OpanAP’s cross-platform, clean room data hub  as the industry moves towards data-driven, audience based advertising campaigns.

“Since OpenAP’s inception, the programmers have proven that collaboration and partnership is a powerful mechanism in transforming the entire television advertising industry. Now with this partnership and investment, cross-cloud data collaboration at scale will accelerate that transformation,” said Bill Stratton, Head, Media, Entertainment & Advertising at Snowflake.

The deal gives OpenAP, owned by Fox, NBCUniversal, Paramount Global and Warner Bros.Discovery, its first non-TV publisher owner.

Financial terms were not disclosed but Snowflake’s stake in OpenAP is about 5%, according to a source familiar with the situation.

“The publishers have put significant resources into allowing their data to unlock new cross-platform use cases for advertisers and the partnership with Snowflake is a critical step forward in giving us the scale needed to build the foundation in which all cross-platform targeting and measurement will be done in the future. We are proud to expand our strategic alliance with Snowflake as we drive further innovation and growth of the marketplace,” said OpenAP CEO David Levy.

OpenAP announced it was developing its Data Hub and working with Snowflake in June.

The OpenAP Data Hub will enable access to the OpenID spine and TV data appended to the spine, including OpenAP demographic audiences, custom audiences and OpenID exposure data

Pre-built Snowflake functions will make it easier and faster to upload and distribute data, facilitating more effective cross-publisher and cross-platform planning, targeting and measurement in privacy-safe environments, OpenAP said. 

“The future of video advertising will be defined by rich audience and viewing data that provides actionable insights to advertisers while protecting consumer privacy and ensuring sensitive data is not shared from party to party. By expanding the Snowflake partnership, we are putting data and identity at the center of OpenAP,” said Dan Callahan, senior VP, Data Strategy and Sales Innovation at Fox; Krishan Bhatia, President & Chief Business Officer at NBCUniversal; John Halley, President at Paramount Advertising, and Jim Keller, executive VP, Digital Ad Sales and Advanced Advertising at Warner Bros Discovery, in a joint statement. ■

Advanced advertising company OpenAP said it formed a strategic partnership with data cloud company Snowflake to create a “clean room” facility in which TV networks, advertisers and media buyers can share data in order to better target and measure campaigns.

The OpenAP Data Hub is being developed in stages with an initial rollout set for the start of the 2023 broadcast year. 

Clean rooms have become an essential technology in the advertising world, enabling buyers and sellers to exchange proprietary information in a secure manner that protects viewer privacy. Some companies have established their own clean rooms, including NBCUniversal, Disney Advertising and Roku. Disney and Roku are among those working with Snowflake.

“Enabling data-rich, cross-platform advertising that is relevant to how consumers are viewing video today requires the resolution of viewership data across multiple environments. The future of advertising must be built on top of powerful clean room technology to perform at the massive scale of TV. Together with Snowflake, we are designing an ecosystem for TV advertising that is open and interoperable, all while protecting the privacy of viewer data,” said OpenAP CEO David Levy.

Also: OpenAP’s XPm Providing Cross-Platform Metrics with Multiple Measurement Companies

The OpenAP Data Hub will be a central destination for cross-publisher and cross-platform campaign data and analysis. It is being designed to enable access to the OpenID spine and TV data appended to the spine, including OpenAP demographic audiences, custom audiences and OpenID exposure data.

“Cross-screen viewership has meant that campaign data must be seamlessly matched across multiple devices and doing this at scale for advertisers requires data sets to be matched between multiple parties fast and securely. By creating the OpenAP Data Hub as the TV clean room solution, we are designing a future for advertising that will power relevant brand messages wherever consumers are viewing video without ever having to move or copy data for identity resolution and enrichment,” said Dan Callahan, senior VP, data strategy and sales innovation at Fox; Krishan Bhatia, president & chief business officer at NBCUniversal; John Halley, chief operating officer, advertising revenue at Paramount; and Jim Keller, executive VP, digital ad sales and advanced advertising at Warner Bros. Discovery, Inc. in a joint statement.

Fox, NBCU, Paramount and Warner Bros. Discovery are owners of OpenAP.

The OpenAP Data Hub is being built on the Snowflake Media Data Cloud platform and will include custom areas for publishers, data and measurement companies and marketers. Native functions will be built in, making it easier and faster to upload and distribute data, the company said. 

“Our partnership with OpenAP will empower publishers and advertisers with the cross-platform capability they need to execute and measure privacy-based, targeted advertising campaigns,” said Bill Stratton, global head of media, entertainment and advertising vertical, Snowflake. “Our work together integrating the OpenAP Data Hub with the Media Data Cloud will set a new standard for cross platform advertising and collaboration in this new age of data and privacy.” ■

VideoAmp said it is working with data cloud company Snowflake to provide clients with the ability to share data among multiple parties while maintaining security and privacy.

The new capability enables advertisers, publishers and data owners to have a more comprehensive view of cross-screen measurement and optimization and is being integrated into VideoAmp’s measurement, activation and attribution tools.

NBCUniversal said it is already engaged in a pilot program working with the VideoAmp-Snowflake system to measure holistic cross-screen reach and frequency across multiple networks. The pilot will also allow advertisers to measure their own advanced audiences across linear TV, connected TV and online video.

NBCU this week said it received proposals from dozens of companies in the measurement and data business in response to its request for proposal aimed at looking at new ways to measure audiences and the impact of advertising.

Also Read: NBCU Shows Off Ad Tech Capabilities at One21 Event

VideoAmp expects to launch more private betas in the fourth quarter.

“The industry is at a crossroads of regulatory change, privacy shifts and increased awareness around privacy rights. With change comes opportunity,” said Ross McCray, co-founder and CEO of VideoAmp.

“We couldn’t be happier to partner with a company like Snowflake, who shares our level of commitment to preserving privacy and security for all stakeholders in the advertising ecosystem. The multi-party environments we’ve been able to build on Snowflake’s infrastructure allow for the extraction of high-quality insights from multiple data sources, without the data ever having to change hands,” he said.

VideoAmp said the first use case of the new measurement system allows multiple publishers and platforms to share their data, providing their own parameters around how the data can be used. The publisher and platform data is combined with VideoAmp’s proprietary commingled TV dataset and a client’s first and third party data within their Snowflake platform and the native cloud environment. VideoAmp clients and partners are able to leverage previously restricted datasets and use cases, while publishers are able to enjoy peace of mind regarding the security of their data.

“VideoAmp’s innovative approach to data sharing and security is a perfect example of how we can maximize the value of the Snowflake Data Cloud, all while enjoying the highest standard of cloud security and performance. VideoAmp is a valued member of the emerging media cloud ecosystem” said Bill Stratton, head of media strategy at Snowflake.

Ray Donovan continues to build during its second campaign, with Sunday’s episode, entitled “Snowflake,” drawing the drama’s largest audience to date.

The second season’s ninth installment averaged 1.63 million watchers in the 9 p.m. hour on Sept. 7, according to Nielsen data, marking a 10% jump from 1.5 million viewers the prior week.

 "Snowflake" outperformed the season two premiere’s 1.2 million by 33% and the 1.4 million for season one's finale by 16%.

All told, Ray Donovan, starring Liev Schreiber and renewed for a third season, drew 2.2 million viewers on the night, its most of the second season, and up 16% from the week before.

Season to date, the series is averaging 5 million viewers per week across platforms.