• By Admin

Snowflake’s new Media Data Cloud is reshaping the way the industry approaches data sharing technology.

What does data sharing look like in a cookieless world? It’s a question that has plagued marketing departments and business leaders across various industries ever since Google announced it would eliminate the use of third-party cookies by 2023.

A convergence of factors has led to this shift in data regulations, from concerned conversations on social media to the rebranding of companies addressing privacy issues. Organizations are beginning to react to the public’s consumption of media and acknowledge an inability to compete without combining forces, resulting in publisher acquisitions and other business adjustments to prepare for the future of media buying.

For many, the step toward user privacy and stricter data regulations is long overdue. Businesses, on the other hand, are faced with the need to pivot, ultimately finding a solution that can replace the value of third-party cookies without infringing on privacy laws or dramatically increasing acquisition costs.

“We’re entering a future where data laws and governance are much more sophisticated,” says Arya Sundar, a sales executive at Nodalmetrics. By developing scalable methodologies, data companies must provide tools for organizations to collaborate and compete without exposing Personal Identifiable Information (PII).

Additionally, the proliferation of media and fragmentation of audiences makes it more difficult for organizations to pull together data sets in a timely and privacy-compliant way. “There needs to be a technology product or solution where competing companies with shared interests can securely share data with each other for mutually beneficial purposes,” Sundar says. “We want to equip publishers, advertisers, and ad-tech companies that are trying to leverage first-party data with that capability.”

The future of data sharing technology

In October 2021, Snowflake announced the launch of the Media Data Cloud, enabling media and entertainment companies to collaborate using powerful data sharing technology. By taking a proactive approach to the new standards surrounding privacy and governance, the Media Data Cloud allows companies to share insights without sharing PII.

“We’re moving from a world where you get to target individuals to a world where you’re targeting similar groups of users,” says Umair Mesiya, one of our senior data and analytics consultants. This means advertisers will need to find ways to access attribution percentages without sharing specific, personal data.

Using Snowflake’s Data Clean Room capabilities, Nodalmetrics is enabling companies to monetize and maintain control of their data in a privacy-compliant, post-cookie world, all within the Snowflake environment.

“With the Snowflake Media Data Cloud, there’s no need to go through an intermediary,” says Mesiya. “You get to set the terms and enforce your own compliance, which makes it very powerful.”