Magnite, the world’s largest independent sell-side advertising firm, has announced a partnership with Snowflake, the Data Cloud startup. Snowflake will be available through Magnite Access, the company’s suite of audience and identity tools that enable publishers and buyers to manage, generate, and deal with audience groups in a variety of ways.
Through this agreement, agencies, marketers, and media owners will be able to access data based on their business needs throughout Magnite’s broad streaming supply, which includes 80+ million CTV households in the US and 90% of ad-supported CTV viewers. This merger will benefit mutual agency clients like as GALE, GroupM, and Omnicom Media Group.
Thousands of organisations use Snowflake’s Media Data Cloud to explore, share, and unleash the actual value of their data. Snowflake is used by clients to unify siloed data, discover and securely exchange data, and run a variety of analytic workloads. Snowflake provides a unified data experience that spans various clouds and locations, regardless of where data or people reside.
“Snowflake occupies a unique position in the marketplace in that we’re equipped to enable data connectivity in a transparent, privacy-preserving manner,” said Bill Stratton, Snowflake’s Global Head of Media, Entertainment, and Advertising. “Our partnership with Magnite will allow us to provide scaled activation for advertisers and agencies, ensuring they’re able to drive consistent results despite the upcoming changes to the addressability landscape.”
“Although the audience-based transaction model continues to face challenges, buyers and sellers continue to want to leverage first and third party data to make the most of their high-value assets,” said Kristen Williams, SVP of Strategic Partnerships at Magnite. “We look forward to being able to deliver value for our clients with the combination of our best-in-class technology and access to premium supply combined with Snowflake’s powerful and secure data offering.”
According to Josh Farbman, US Head of Activation at Annalect, “In today’s environment where client first-party data activation is a core strategic element across all channels, Omni’s integration with Magnite via Snowflake provides our OMG advertisers a direct and secure path to audience activation.” In addition to taking advantage of the cost and performance advantages that direct integrations with the supply-side offer, this enables businesses to concentrate investment towards the most relevant consumers.
According to Choreograph CEO Evan Hanlon, “The true value of data is realised by how well you can engage against it. By putting insights and investment closer together than ever before, this relationship will not only increase the value of GroupM Premium Marketplace by linking our data directly to supply, but it will also give GroupM clients access to best-in-class campaign activation benefits.