By Marty Swant

As marketers attempt to balance privacy and performance, Snap and Snowflake are developing ways for advertisers to build privacy-enhancing technologies (PETs) with Snowflake’s Marketing Data Cloud.

By integrating Snap’s conversions API (CAPI) with Snowflake’s data clean room, advertisers will be able to securely share targeting and conversion data without hurting security or signals, executives told Digiday ahead of today’s debut. The integration won’t roll out broadly for months, but executives for both companies said early tests show some promising results. However, both Snap and Snowflake declined to say which companies are testing the integration or how many have been a part of early pilots.

In interviews with Digiday, executives said the integration will make it easier for advertisers to securely store data from various cloud providers, optimize campaigns, run advanced measurement algorithms and improve encryption capabilities without building a bespoke back-end integration. Minimizing the points of interface and points of transfer will continue to be a focus for advertisers.

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Source:: Digiday

Author: Aaron