Snowflake and Snap partner to integrate clean rooms with conversions API

Snap's conversions API (CAPI) and Snowflake's data clean room integration is a collaborative effort to enable advertisers to securely share targeting and conversion data. This integration allows for the optimization of campaigns and running of encrypted algorithms without compromising security or the quality of signals. It is designed to simplify the process for advertisers to store data from various cloud providers and minimize the points of interface and transfer.

The benefits of using Snowflake’s Marketing Data Cloud for advertisers include:

• Secure Data Sharing: Advertisers can share targeting and conversion data securely without compromising security.
• Optimized Campaigns: It facilitates the optimization of campaigns and the running of encrypted algorithms.
• Ease of Use: Advertisers can quickly set up server integrations without extensive technical resources, sometimes in the order of minutes.
• Access to Multiple Cloud Providers: It allows access to data across all three major cloud providers, which can be beneficial for advertising and AI strategies.
• Integration with Other Platforms: Advertisers can integrate CAPI with other agencies, adtech companies, and martech providers building on Snowflake.
• Enhanced Privacy: The platform supports privacy-enhancing technologies (PETs) and complies with increasing privacy regulations.

The partnership between Snap and AppsFlyer aims to improve mobile measurement performance by providing advertisers with more ways to understand their mobile campaigns' effectiveness. According to Snap, early tests of this partnership have resulted in a 158% increase in iOS conversions and a 41% decrease in cost-per-app-install, indicating significant improvements in both conversion rates and the efficiency of app install campaigns.

The integration of Snap's CAPI with Snowflake's Marketing Data Cloud is significant for advertisers because it addresses the need for privacy-compliant methods of targeting and measuring in the wake of third-party ID sunsetting. This integration allows advertisers to avoid copying and moving sensitive data, which can lead to data dilution, privacy issues, and decreased signal and performance. It also simplifies the process for advertisers, reducing the workload and technical demands typically required for such integrations.

Advertisers face several challenges with the proliferation of clean rooms, including:

• Complexity: As more platforms and publishers create their own clean rooms, the landscape becomes more complex for advertisers to navigate.
• Integration: Advertisers must figure out how to integrate and work with multiple clean rooms, which can be a technical and logistical challenge.
• Walled Gardens: Clean rooms can solve privacy and data sharing issues, but they also create new challenges in relation to walled gardens, making it harder for advertisers to have a unified view of their data and performance across different platforms.
• Noise in the Market: The increasing number of clean rooms makes the market noisier, and it can be difficult for advertisers to determine which solutions are most effective for their needs.