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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Same-sex marriage is a hot button topic no matter on which side of the issue you stand. But there can be no denying that same-sex couples are finding an expanding number of options in the U.S. and abroad should they decide to legally wed. The 2010 LGBT Consumer Report explores the household arrangements and behaviors of America's LGBT consumers—in particular, those associated with marriage—compared to America's heterosexual population. You will learn that despite being less than half as likely to be married, lesbian, gay and bisexual adults are 22% more likely than their "straight" counterparts to have recently wed or to be planning nuptials for the next year. Looking for that perfect gift for the newly wed couple? You will also get some shopping tips for identifying favored retailers of lesbian, gay and bisexual shoppers. We'll start by sizing the LGBT market. An estimated 3.7% of the non-Hispanic adult population (7.1 million adults) self-identifies as LGBT, which can be broken down as follows: The average heterosexual adult lives in a household with 1.9 other individuals, including adults and kids. By comparison, the average lesbian shares her home with only 1.6 other people. Gay men live in the smallest households, sharing their home with only one other person, on average. Over a third of gay or bisexual men (38%) share their home with at least one other adult male, compared with only 24% of heterosexual men who live under the same roof as another adult male. Thirty-five percent of gay or bisexual men say they live with one (and only one) other adult male, a living arrangement that has a higher chance of consisting of a same-sex, co-habiting couple. Over half of lesbians or bisexual women (53%) share their home with at least one other adult female, compared with only 23% of heterosexual women who live under the same roof as another adult female. Forty-three percent of lesbian or bisexual women say they live with one (and only one) other adult female, a living arrangement that has a higher chance of consisting of a same-sex, co-habiting couple. Lesbian, Gay and Bisexual adults (LGB) as a group are less than half as likely as heterosexuals to be married. Only 26% of LGB adults are wed, compared with 57% of “straight” adults. Of all LGB adults, bisexuals are the most likely group to be married, with over 4 in 10 reporting they are presently wed. Lesbians are more than four and a half times more likely than gay men to be married, with 23% of lesbians having tied the knot versus only 5% of gay men. Lesbian, gay and bisexual adults as a group are 22% more likely than heterosexual adults to have either tied the knot in the last 12 months or have plans to wed in the coming year. 5.7% of lesbian, gay or bisexual adults are newly weds or “soonly” weds vs. 4.6% of heterosexual adults. Lesbian, gay and bisexual adults are twice as likely to shop at Neiman Marcus, making the department store the number one retailer with a wedding registry program among LGB shoppers. With many retailers ending their registry programs in favor of gift cards, we looked at how stores without registry programs stack up among lesbian, gay and bisexual shoppers. LGB adults are almost twice as likely to shop at J. Crew, making the store the number one retailer without a wedding registry program among LGB shoppers.
With the 82nd Academy Awards® just around the corner and only days before final voting ballots are due back to accounting firm PricewaterhouseCoopers, Experian Simmons is taking a close look at the American movie-going population. In any given month, over 56 million adults (26% of the adult population) make a trip to the cinema to take in a film. Movie-going typically reaches its peak in mid-summer, and 2009 was no exception. Experian Simmons DataStreamSM reports that in July of last year, 32% of adults went to movies, the highest level observed at any point in the year. In October of the same year, the percentage of past-month adult cinema-goers had dropped to just 19%, the lowest point observed in all of 2009. In this month’s Consumer Insights report, Experian Simmons sizes the movie-going audience, examines their receptivity to cinema ads—including pre-show commercials and product placement within films—online movie searches as well as Americans’ penchant for tuning into the Academy Awards. All data comes from the Simmons Summer 2009 National Consumer Study. Two-thirds of the adult population have gone to the movies at least once in the last 6 months. Nearly half (46%) have been in the last 90 days and a quarter (26%) have been in the last month. Young adults are, as expected, more likely to go to the movies than older adults, but adults over 50 outnumber young adults when it comes to raw number of movie-goers as you will see in the following chart. Over 147 million individuals have gone to the movies at least once in the last 6 months. With 20.8 million adults ages 18 to 24 going to the movies in the last 6 months, this age group accounts for only 14% of the movie-going population. Adults ages 50 and over, on the other hand, account for 37% of the movie-going population with over 55 million adults in this age group going to the theater at least once in the last 6 months. Among all adults who had been to the movies at least once in the last 6 months, 68% have been at least once in the last 30 days. Many movie-goers (39%) have been only once in the last month and only 7% have been four or more times. Young adults ages 18 to 24 are much more likely than the average movie-goer to have been to the theater in the last month with 75% reporting having been at least once and 10% having been 4 times or more. Experian Simmons DataStreamSM reports similar trends in past 30 day movie-going for 2008 and 2009 with the peak for this behavior occurring in both years on almost the exact same date. During the week of July 22, 2009 32% of adults reported having been to the theater during the last 30 days and during the week of July 21, 2008, 29% reported going. Cinema Blockbusters that month in ’09 included Bruno and Harry Potter and the Half-Blood Prince. In July of ’08, Mama Mia and The Dark Knight were released. When it comes to product placement in movies, frequent cinema-goers are most likely to respond. In fact, 41% of adults who went to the movies 4 or more times in the last 90 days are classified by the Simmons Movie Product Placement segmentation system as “Emulators,” those consumers who notice, remember and are driven to buy products placed into the context of a film. By comparison, only 28% of consumers who went to a movie only once in the last 90 days are Emulators. Forty-eight percent of Horror film fans say they often pay attention to commercials that show along with movie previews in movie theaters making them the most receptive to cinema advertisements followed by Romantic Comedy fans and Family movie fans. Only 39% of Foreign Language or Independent film fans say they pay attention to such ads. Nearly a quarter of all movie-goers get movie information, reviews or show times online in any given month. Aside from the obvious movie sites, you are likely to find movie information seekers on these sites: Californians like foreign language and independent films, whereas New Englanders have more of a penchant for Comedies and Southerners are among the most likely to see Horror films. Below are the top 5 metro areas for finding adults who say they usually see the three selected movie genres when they go to the theater. One-in-seven American adults tuned into the last Academy Awards® ceremony on ABC, including many non-movie-goers. Nine percent of adults who had not been to the movies even once in the past six months tuned into the last awards show and ultimately comprised 19% of all 2009 Oscar® viewers. Still, the more frequently a consumer goes to the movies, the more likely he or she is to watch the annual Academy Awards® ceremony.