TransUnion Collaborates with Snowflake for Data Clean Room Solution
TransUnion has announced a collaboration with Samooha by Snowflake, a native data clean room solution on Snowflake, and its marketing solutions line, TruAudience. The collaboration opens the door to an advertising sector driven by data and privacy in the future. TransUnion’s goal of achieving interoperability worldwide has advanced significantly with this move, as its industry-leading consumer data and identity resolution capabilities are now accessible throughout the marketing technology ecosystem. Through Samooha, users will have access to TruAudience’s marketing identity graph, facilitating teamwork and the matching and sharing of customer data without disclosing sensitive information.
User-friendly data clean room
Through Snowflake’s user-friendly clean room environment, clients can now access TransUnion’s marketing identity graph natively within Samooha. This allows them to connect, collaborate, and share offline and online customer data more securely without compromising data integrity or disclosing sensitive information to outside parties. The Snowflake native app Samooha is accessible through the Snowflake Marketplace.
What is Samooha, by Snowflake
In December 2023, Snowflake acquired Samooha. It is a start-up that aims to provide marketers with access to data clean room functionality without the need for assistance from data scientists. Samooha was developed as a native application on the Snowflake data cloud. It meant that no data migration was required for it to function with data in the data warehouse.
What is TransUnion’s TruAudience
TruAudience provides identity resolution, audience building, and targeting capabilities, which were acquired in part through the 2021 Neustar acquisition.
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Why is this noteworthy?
As it works to convince the industry that working with cross-enterprise data in the data warehouse is a better approach than migrating data from specific sources to a platform used for limited (marketing, sales, support, etc.) purposes, Snowflake’s influence in the customer data and advertising ecosystem only grows. It appears that integrating its data clean room solution with the enormous identity-centric dataset from TruAudience is a trend indicator.
TruAudience Marketing Solutions
TruAudience marketing solutions is a comprehensive and interoperable suite of privacy-first marketing solutions. It combines the vast consumer data, sophisticated identity resolution, audience building, and targeting capabilities of TransUnion and Neustar. The product suite also includes credit-informed marketing solutions and closed-loop marketing measurement and attribution. These solutions are powered by TruAudience and are used by top publishers, agencies, brands, data owners, and tech companies.
Here’s what they said
Michael Schoen, EVP, and Head of TruAudience Marketing Solutions at TransUnion said,
“Our partnership with Snowflake, through the Samooha solution, addresses the challenges faced by those who have begun leveraging data clean rooms, but are struggling to unlock their full value due to a lack of identity translation. This native identity management and collaboration solution deepens our integration into the Snowflake platform and Media Data Cloud, building on our transfer-less identity resolution capabilities. Marketers can now improve their collaborations with the same identity used to deduplicate and enrich their 1st party data.”
Kamakshi Sivaramakrishnan, Co-Founder, Samooha added,
“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. This innovation empowers clients to establish enduring data partnerships, gain invaluable customer insights, and maintain stringent consumer privacy controls.”
TransUnion Announces Partnership with AdQuick to Boost OOH Advertising
TransUnion announced an alliance between its marketing solutions division, TruAudience, and top out-of-home (OOH) advertising platform AdQuick. By integrating with TruAudience’s consumer insights platform and curated audience taxonomy, the partnership improves AdQuick’s offerings and empowers advertisers to plan, carry out, and purchase OOH as a component of comprehensive omnichannel campaigns.
Benefits of TransUnion’s identity-based consumer insights for OOH planning
- Audience-based planning: AdQuick’s advertisers can plan their out-of-home (OOH) investments in conjunction with all other channels, such as connected TV, display, and video, by utilizing the TruAudience consumer insights modules specifically designed for digital out-of-home planners.
- Audience Information for Organizing and Managing Campaigns: Through AdQuick’s third-party data marketplace, clients can access additional third-party audiences in addition to TruAudience’s taxonomy.
With an end-to-end solution suite that integrates identity resolution and enrichment, consumer and media insights, data onboarding, omnichannel targeting, marketing mix modeling, and marketing attribution for brands, agencies, publishers, and technology providers, TruAudience, TransUnion’s marketing solutions business, transforms marketing and media effectiveness.
Here’s what they said
Jason Kunkel-de Cesero, Vice President, Demand & Analytics Partnerships, AdQuick said,
OOH has mass reach, is brand safe, and is highly viewable. But historically it’s been planned, executed, and measured separately from other channels, which has resulted in brands chronically underinvesting in OOH. Our partnership with TransUnion will showcase the important role that OOH plays in driving outcomes, and help shift more advertiser dollars to OOH tactics.
Julie Clark, SVP, of Media & Entertainment, at TransUnion added,
As the media ecosystem becomes increasingly fragmented, marketers must maximize their targeted audience reach with optimal frequency, and OOH is an underutilized channel in achieving those goals. We’re excited to provide the insights and audiences to help AdQuick clients utilize OOH to its fullest extent as a meaningful part of their omnichannel performance marketing plans.
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