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 1^st 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.”