Users will be able to access TruAudience identity-related data directly within Snowflake’s data clean room, Samooha.
TransUnion has announced a partnership between its TruAudience identity-based marketing solution and Samooha, by Snowflake, a native data clean room on Snowflake’s data cloud.
Users will be able to access TruAudience’s marketing identity graph within Samooha allowing them to collaborate and to match and share customer data without exposing private information.
Samooha, by Snowflake. Snowflake acquired Samooha in December 2023 — a start-up designed to make data clean room functionality accessible to marketers without support from data scientists. Built as a native application on the Snowflake data cloud, Samooha operates on data in the data warehouse with no data migration necessary.
“TransUnion’s leading identity data and enrichment augment our data clean room and enable seamless data collaboration across marketing channels, without the need to directly share sensitive customer data,” said Kamakshi Sivaramakrishnan, co-founder, Samooha in a release.
TransUnion’s TruAudience. TruAudience offers identity resolution, audience building, and targeting based in part on capabilities acquired in the 2021 purchase of Neustar.
Why we care. Snowflake’s influence in the customer data and advertising ecosystem continues to grow as it seeks to persuade the industry that operating with cross-enterprise data in the data warehouse is a superior strategy to migrating data from selected sources to a platform used for narrow (marketing, sales, support, etc.) purposes.
Integrating its data clean room solution with TruAudience’s very extensive identity-centric dataset looks like signaling a trend.
The post TransUnion announces data clean room partnership with Snowflake appeared first on MarTech.
MarTechAbout the author
Kim Davis is currently editor at large at MarTech. Born in London, but a New Yorker for almost three decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Shortly thereafter he joined Third Door Media as Editorial Director at MarTech.
Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.
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