MarTech » Data » Snowflake goes all in on Unified ID 2.0

Snowflake goes all in on Unified ID 2.0

The cloud data platform joins Oracle, Nielsen and others.

Chris Wood on July 14, 2021 at 12:44 pm | Reading time: 1 minute

Snowflake, the cloud data platform, has announced its support for Unified ID 2.0, developed by The Trade Desk as an open source alternative identifier. With its addition to the Snowflake Data Marketplace, Snowflake customers will be able to directly activate audiences on any platform that has adopted Unified ID 2.0 using Snowflake’s data sharing technology.

Among the many platforms which have adopted Unified ID 2.0 to date are Oracle, Nielsen, The Washington Post and a number of CTV providers. Snowflake customers will be able to connect ad exposure with purchase data tied to Unified ID 2.0 profiles without breaching consumer privacy.

Why we care. This is unquestionably another win for Unified ID 2.0. Snowflake has an extensive customer base, including some 187 of the Fortune 500 companies. The Trade Desk CEO Jeff Green has said that he does not want or expect Unified ID 2.0 to become the single universal identifier on the market. But right now it’s winning a lot of market approval.

Read Jeff Green’s recent remarks on the open internet.

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About the author

Chris Wood

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country's first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on "innovation theater" at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.