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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With online video viewing at an all-time high and television networks and system providers increasingly making video content available to those who don’t pay for television, many are wondering if we’re on the cusp of a massive spike in cord-cutting numbers. In our recent Cross-Device Video Analysis, Experian Marketing Services found that that 7.3 percent of all U.S. homes are cord-cutters, meaning they have high-speed Internet but don’t pay for TV. And the pace is increasing. In the last year alone, one million more homes joined the cord-cutter ranks bringing the total to 8.6 million households. It should come as little surprise that cord-cutting is on the rise. As we reported in our video viewing habits post, 57 percent of all American adults and 75 percent of Millennials now watch some sort of digital video during a typical week with the smartphone being the most commonly used device for watching video either streamed or downloaded from the Internet. Consumers thinking about cutting the cord will find an industry increasingly working to remove barriers that typically stand between cord-cutters and programming from their favorite networks — in exchange for a small fee. For instance, CBS recently announced the launch of CBS All Access, a digital subscription service that provides live and on demand viewing of CBS programming. And Dish Network launched Sling TV, an over-the-top pay service that allows cord-cutters to stream live and recorded programming from networks like ESPN, Univision, CNN, HGTV and more. With HBO announcing an April launch of their digital-only streaming service, HBO Now, March may be the last month that many pay for cable or satellite. If the cord-cutting ranks are, in fact, about to swell, a common question is: by how much? Experian Marketing Services estimates that there are currently 13.8 million Americans — representing 5.6 million homes — who are prime to cut the cord. Many of those individuals already have one foot out the door, if you will, given that they are more likely than average to say that they watch less television today because of the Internet. They are also more likely to watch HBO and be fans of at least one major professional sport making them good targets for Sling TV and HBO Now. Given that many cord-cutters already pay for Netflix and/or Hulu Plus, the net savings to those on the fence may be smaller than they think once they add up the costs they’ll assume from piecing together, à la carte, the various subscriptions and downloads required to keep watching their favorite programs. Whether or not we’re on the cusp of a major spike in cord-cutting, the fact is that consumers are increasingly getting their video content from digital sources and marketers need to understand where, how, when and what consumers are watching to ensure that their video campaigns are optimized for today’s digital consumer. For more information about cord-cutters and cross-device video consumption, including consumer receptivity to digital video advertising, download the Cross-Device Video Analysis.
Advertising Age recently released their annual Marketing Fact Pack, featuring data from Experian Marketing Services that looks at habits of digital consumers. This post highlights some of these findings. In the 2015 AdAge Marketing Fact Pack, we featured stats on key marketing and consumer trends impacting the advertising industry. Highlights include the lifestyle of the digitally connected consumer, including the habits of smartphone and television users, household and personal use of smart devices and the choice between becoming a cord-cutter and staying connected. An estimated 7.3 percent of U.S. households (8.6 million homes) today are considered “cord-cutters,” meaning they have high speed Internet but no cable or satellite television service. That number is up from 4.5 percent of households (5.1 million homes) in 2010, a comparative increase of 60 percent. Despite the growing number of consumers who use digital devices to watch video (as opposed to viewing on a television), it has not been enough to overwhelmingly convince all households to cut the cord. Instead, it seems as if the ability to stream or download video directly to the television is what ultimately seals the deal. As streaming devices like Roku, Apple TV, Amazon Fire TV and Google Chromecast become more common and as televisions themselves are increasingly connected to the Internet directly, we can only expect the number of cord-cutters to grow. To learn more about video viewing behaviors to improve your strategies for reaching digital consumers, register to join our upcoming webinar Online video: engaging consumers in a multi-screen world.
The next generation of mothers have emerged and they are under more pressure than ever before. In addition to balancing work and family life, moms have the added stress of making sure they are keeping their children safe in our digital-focused society. Moms today have access to a myriad of online information including communities where members can address everything from the elimination of processed foods from their family’s diet to whether or not to vaccinate their children. In a recent in-depth analysis, Experian Marketing Services identified five distinct segments of moms and revealed their attitudes, behaviors, motivations and media and consumer preferences. With these insights, marketers can effectively target and engage each segment with more personalized messages. Striving Moms – This segment accounts for 27 percent of moms. They are predominantly young, diverse, often single women who have confidence and aspirations of success. Fast facts: They commonly view money as the best measure of success They are more likely to have kids under the age of five They are tech-savvy and the segment most likely to say they need to be connected to the Internet from the minute they wake up until the moment they go to sleep They have a keen sense of fashion and are tuned in to current styles and consumer trends Conventional Moms – This segment accounts for 20 percent of moms. Although most of them have full-time jobs, family still comes first and faith plays an important role in their life. Fast facts: They are the most likely to drive an SUV or mini-van While discretionary income is plentiful, they have little interest in shopping They are active on social media; they like to post photos, write product reviews and read articles shared by friends They often turn to prepared foods or simple recipes to put food on the table due to their busy schedules Alpha Moms – This segment accounts for 19 percent of moms. They are high octane lean-in moms, early adopters and trendsetters with full-time jobs and packed calendars. Fast facts: They wear designer clothes, drive the latest model car or SUV and have the latest electronics They will do whatever it takes to keep a youthful appearance The environment is important is to them, and they are supporters of the arts They are heavy users of social media and leverage it to interact with brands and share opinions Modest Moms – This segment accounts for 16 percent of moms. Like conventional moms, they are family and faith-oriented but they have more modest means and prefer a simple life. Fast facts: They prefer to indulge their kids with the funds they have rather than buy shiny new gadgets Family and faith are the most important things to them Nearly one-third are stay-at-home mothers Their main source of entertainment is watching television They are heavy users of social media and leverage it to interact with brands and share opinions Maverick Moms – This segment accounts for 18 percent of moms. They are independent trailblazers who are not afraid to make unconventional life choices. Fast facts: They are environmentally conscious, spiritual and prefer to buy organic and natural products While they are the most likely to be stay-at-home moms, they are also the most likely to own their own business They lead uncomplicated lives and use technology and social media with caution They prefer to postpone purchases for special occasions and have no trouble saying no to their kids Want more insights? Check out The Mom Report for deeper insights into the attitudes, behaviors, motivations and media and preferences of these five types of moms. You’ll discover tips to help target your best customers and craft messaging and offers that are sure to resonate.