New Snowflake partnerships should allow marketers to do more with data while remaining compliant

How the expanding Snowflake ecosystem meets challenges to discover precise audiences without crossing the privacy line.

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Cloud data platform Snowflake has teamed up with marketing data company Zeta’s CDP and identity graph to power more precise campaigns backed by Snowflake’s records and secure data sharing.

Also this week, Snowflake welcomed data security company Ketch as an Accelerated Governance Partner.

In the increasingly regulated data business, marketers have added pressures to use the data they have access to effectively, while also making sure that they remain privacy compliant. These recent moves increase the ability for partners within Snowflake’s ecosystem to deliver more targeted campaigns for marketers while also using tech partners to ensure that these practices follow new privacy laws and best practices.

Zeta’s partnership with Snowflake, for instance, now allows Snowflake enterprise customers to use Zeta Connect, which connects them to Zeta’s CDP+. Another offering, Zeta Enrich, uses Zeta’s proprietary identity graph to get highly targeted audiences out of unstructured data that might come in from a marketer’s website or other channels.

On the governance side, the partnership with Ketch allows marketers to discover and classify the data they have stored to understand what types of sensitive and personal data they are. Once the data is classified, Ketch enforces security policies on the data in Snowflake, triggering secure views with masking, tokenization and anonymization.

Why we care. This is a good example of why marketers and their tech partners have to be cutting edge in both their ability to create targeted, effective audiences, while also being privacy compliant. As Snowflake demonstrates with these recent partnerships, technology can help solve for both of these challenges.

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.

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