After a six-month beta period, collaboration in Snowflake Data Clean Rooms using Experian’s offline or digital graph is now generally available for all clients. As part of this, Experian is excited to announce that Experian’s identity graph will be integrated into Snowflake’s Data Clean Rooms. With the growing importance of data privacy and marketing efficiency, this partnership builds off of Experian’s previously-announced integration into Snowflake’s AI Data Cloud for Media.
Adding Experian’s identity graph to Snowflake Data Clean Rooms helps advertisers, advertising platforms, and measurement partners work more effectively. Built upon Experian’s rich offline and digital identity foundation, with support for various identifiers across platforms, collaboration in Snowflake Data Clean Rooms helps clients maximize the value of their data and meet the diverse needs of modern business:
- Collaborate with partners for richer data insights
- Achieve higher match rates
- Improve audience building
- Produce more accurate and complete reports
- Ensure data privacy
- Seamless integration of AdTech and MarTech platforms
Regardless of the identifier type you are looking to collaborate on, Experian has the identity data in Snowflake Data Clean Rooms to support you and your partner. This leads to higher match rates and more resolved data for you to use to benefit your media initiatives.
“Integrating Experian’s identity graph into Snowflake Data Clean Rooms marks a transformative leap for digital marketing. This collaboration empowers advertisers, programmatic platforms, and measurement partners with unparalleled accuracy, privacy, and efficiency. Together, we are excited to provide innovative solutions to meet the evolving needs of our clients.”
Kamakshi Sivaramakrishnan, Head of Data Clean Rooms at Snowflake
The Experian and Snowflake partnership showcases how collaboration can enhance scalability and cost-efficiency. Data clean rooms provide a secure environment where multiple parties can share, join, and analyze their data assets without leaving the clean room or exposing the underlying data. By integrating Experian’s identity graph within Snowflake’s secure platform businesses of all sizes can receive advanced data collaboration and identity tools without the high costs usually involved.
The integration prioritizes consumer privacy and data security. Backed by Experian’s Global Data Principles, Experian’s deep roots in data protection and security provide customers with the most trusted way to share data and protect consumer privacy. With Experian’s graph in Snowflake Data Clean Rooms, customers will get a solution that respects customer consent, safeguards sensitive data, and ensures that processing occurs with the utmost respect for user confidentiality and preferences.
Further, Snowflake Data Clean Rooms uses advanced methods to preserve privacy, such as differential privacy and secure computations on encrypted data, enabling data security and integrity. Together, these methods prevent unauthorized access by keeping sensitive data within the secure confines of the cleanroom on a strict, collaboration-to-collaboration basis.
The collaboration between Experian and Snowflake significantly enhances data matching and identity resolution within the Snowflake Data Cleanroom. Experian’s identity solution uses digital identifiers like hashed emails, MAIDs, and CTV IDs and offline identifiers like name and address. This allows advertisers to reach more consumers and enrich their data. Marketers can easily use their first-party data in the cleanroom, and with Experian’s Graph, they get higher match rates for more accurate targeting and campaign measurement.
The continued partnership between Snowflake and Experian provide advertisers, platforms, and measurement providers a secure and effective way to collaborate. This sets the stage for continued innovation in programmatic advertising, ensuring that our solutions evolve in step with our clients’ needs.
If you’re not utilizing clean rooms for collaboration but have advanced identity needs, you can license our Graph and seamlessly integrate it into your Snowflake account.
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A few months ago, during a conversation with the Simmons team at Experian Marketing Services, we started talking about how Hispanics are influencing the mainstream. Someone threw out the “salsa outsells ketchup” anecdote we’ve all heard, and we realized that it was time to stop reusing the same examples and start trying to really prove whether or not this influence is happening. Not long after, the Latino Influence Project was born. The study leverages a custom analysis of data from the Simmons National Hispanic Consumer Study, which measures over 48,000 respondents across 60,000 variables, including language, demographics, brand preferences, attitudes, lifestyles and even political outlook. Not surprisingly, the data showed that non-Hispanics who live in high-density Hispanic neighborhoods behave, buy and believe more similarly to Hispanics than non-Hispanics living in low-density Hispanic neighborhoods, even after controlling variables such as geography, education, income, age and other factors. Some of our findings reinforced what we expected to see. For example, the data shows that non-Latinos living among Latinos: Consume and enjoy more Hispanic products, including food, music and sports. They are 5.5 times more likely to eat jalapeños and are 6 times as likely to listen to and enjoy salsa and merengue. Enjoy standing out in the crowd and being fashionable. They are twice as likely to say they like to stand out from the crowd and 70% more likely to experiment with new clothing styles. However, we were surprised to see that the Latino influence on the mainstream extends far beyond just food, sports and fashion. Non-Latinos living among Latinos also: Lead the way in technology. They are twice as likely to use their cell phones and the Internet for information and entertainment. Eat less processed food. They are twice as likely to look for organic and natural when shopping for food. Are environmentally conscious. They are twice as likely to buy recycled products. The growing Hispanic population together with the influence they are exerting on non-Hispanics that live around them means that our whole notion of “general market” is changing, and will continue to evolve. We think that’s pretty cool. To find out more about the Latino Influence Project and learn more about what we found (and what we think it all means), please join the Webinar being hosted by Wing and Experian Marketing Services on Thursday November 29th, 2012 at 2:00 EST. You can also download the Latino Influence Project report. Holly McGavock is Wing's Director of Planning, where she helps brands like Olay, Downy, Red Lobster and Radio Shack, among many others, connect with Latino consumers.
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