Snap and Snowflake have announced a partnership to integrate clean rooms with conversions API, aiming to provide advertisers with privacy-enhancing technologies. This collaboration will allow advertisers to securely share targeting and conversion data without compromising security or signals.
The integration of Snap’s conversions API (CAPI) with Snowflake’s cloud data platform is set to streamline the process of securely storing data from various cloud providers, optimizing campaigns, and running advanced measurement algorithms. According to Snap’s global director of marketing science, John Eckhardt, minimizing the points of interface and transfer will continue to be a focus for advertisers.
Moreover, the integration will enable advertisers to leverage privacy-enhancing technologies such as data clean rooms and additional encryption techniques. This move aims to capitalize on Snowflake’s reputation as a trusted and secure infrastructure for enterprise businesses, providing marketing teams with the ability to activate on existing agreements and data storage infrastructure within the Snowflake cloud.
As part of the partnership, Snap is also enhancing its mobile measurement capabilities through a new partnership with AppsFlyer, which has already shown promising results. Early tests have demonstrated a 158% increase in iOS conversions and a 41% decrease in cost-per-app-install, indicating the potential impact of the collaboration.
One of the key selling points of building on Snowflake’s Native App platform, according to Eckhardt, is the speed and ease of use it offers. He emphasized that the integration will significantly reduce the setup time, making it relatively turnkey and accessible within minutes, as opposed to the lengthy wait times associated with traditional server integrations.
While the integration simplifies access and management of data for business users, Gartner VP Analyst Lizzy Foo Kune noted that it may not be considered a groundbreaking feature. However, the collaboration between Snap and Snowflake represents a significant step towards providing advertisers with enhanced privacy and performance capabilities.
