Snowflake has been heavily investing this year to intensify its product and services advancement particularly for the advertising industry– which is not a surprise, considering media and advertising is the $100 billion companys single biggest vertical.
In July, Snowflake revealed a native combination with the Unified ID 2.0 structure, The Trade Desk-led advertisement ID initiative, so online marketers can take their first-party client data kept on Snowflake and turn it into UID2 IDs that can be passed to a DSP or SSP for online advertising.
The Media Cloud is Snowflakes second vertical-specific cloud suite, after introducing Financial Services Data Cloud last month.
” Its natural that Snowflake would start to verticalize its services,” Stratton stated.
That likewise seems to be the trend in the overall market.
Salesforce, Adobe and Oracle have significantly combined their various commerce, marketing, consumer experience and analytics clouds, and call the combined service a consumer data platform. The smaller marketing cloud Zeta Global likewise revealed throughout its newest revenues report in August that it restructured its sales structure so that execs dont sell services by innovation type– a CRM, a DMP, a DSP, and so on– but by industry vertical.
What tradition clouds are finding is that data requirements are diverging or growing more customized by market, Stratton stated. There are high personal privacy and data governance requirements for industries such as pharma, monetary services or media and advertising, those standards are still completely various by market.
Snowflake has the fortune of being able to grow while focusing on several verticals, rather than needing to offer by vendor category like ecommerce and consumer experience tech.
” As the markets grow, their information needs are getting more particular,” Stratton said, “and the items that perform on top of that data are getting more particular.”

Snowflake, the cloud data services business, released a Media Cloud on Tuesday, uniting consumers and organizations with particular requirements related to media and advertising.
The brand-new Media Cloud is a suite of information products and combinations for services such as measurement and attribution, identity resolution, profile enrichment and marketing activations.
Experians identity data and onboarding, for circumstances, will be natively integrated with the Media Cloud. Other early partners consist of VideoAmp for measurement and Comscore and Merkle for data enrichment.
Any Snowflake account holder was currently able to share data with any other Snowflake customer. But by utilizing the Media Cloud, data isnt sent back and forth by API as formerly was the case for information sharing or partnerships in between various Snowflake consumers, said Bill Stratton, Snowflakes head of media, advertising and entertainment verticals.
In the past, Experian would need to pull a businesss first-party information from Snowflake by means of API, resolve customer IDs in between itself and the company and then port the last information back into Snowflake. Now, Experian can fix IDs within the Media Cloud with no information leaving the system, Stratton said.
In addition to the time cost savings and more efficient resource management, business undoubtedly lose data and match rates suffer when big data sets are passed from company to company by API.