Snowflake announced support for Unified ID 2.0 to help organizations easily enrich audience data, without sharing consumers’ personally identifiable information (PII). With Unified ID 2.0 support, Snowflake customers will be able to optimize their data-first advertising strategies by directly activating audiences on any platform that has adopted Unified ID 2.0, using Snowflake’s secure data sharing technology. Initially developed by The Trade Desk, Unified ID 2.0 is an open source, industry-governed identity solution that preserves the value of relevant advertising audience data for the brands, agencies, publishers, data partners, and data platforms that benefit from data sharing, while giving consumers more control over the use of their data. As Unified ID 2.0 leverages the secure data sharing technology in the Snowflake Data Marketplace, it will provide an alternative to third-party cookies and a potential replacement for traditional APIs and email integration solutions. The availability of UID 2.0 on the Snowflake Data Marketplace will empower Snowflake advertising and publishing partners to leverage the power of the Data Cloud to safely manage their first party data by matching identifiers for a single-view of their consumer. Platforms which accept Unified ID 2.0 include: The Washington Post, FuboTV, Tubi TV, Magnite, Oracle, Nielsen, LiveRamp and more. With the Snowflake Data Marketplace and Unified ID 2.0: Brands will be able to join purchase data and ad exposure data tied to Unified ID 2.0s, helping them more effectively optimize audience targeting on the open internet in near-real time, while keeping consumer privacy in mind. Publishers will be able to activate their first party data with Unified ID 2.0s and pass them to SSPs and DSPs for execution without sharing any first-party PII. Data partners will be able to augment data assets of brands and publishers in a privacy-conscious way, since PII data never needs to move from Snowflake’s single, integrated platform.
Snowflake Inc. is a Data Cloud company. The Companyâs platform is the technology that powers the Data Cloud, enabling customers to consolidate data into a single source of truth to drive meaningful business insights, build data applications, and share data and data products. Its platform unifies data and supports a variety of workloads, including data warehousing, data lakes, and Unistore, as well as collaboration, data engineering, cybersecurity, data science and machine learning, and application development. The Company has developed technology across its platform, including managed service, storage, query capabilities, compute model, data sharing, global infrastructure, and integrated security. The Company also provides frictionless and governed data access so users can securely share data inside and outside of their organizations, generally without copying or moving the underlying data.
SNOWFLAKE INC. 
