1、THE ESSENTIAL GUIDETO SECURE DATA COLLABORATION FOR ADVERTISERSHow to accelerate revenue and increase ROI with privacy-first data clean rooms3 Introduction6 The data collaboration imperative9 Why should advertisers use a data clean room?11 Top 6 considerations for data collaboration13UsingSnowflakef

2、ordatacollaboration15 Customer success story16WhyadvertisersarechoosingSnowflakeDataCleanRoomsINTRODUCTIONWe have entered a new era of advertising where it seems everything is being transformed and powered by advancements in tech and privacy concerns.For advertisers,emerging technologies are helping

3、 to preserve and optimize existing revenue streams as well as generate new sources of revenue.There are also new opportunities to boost return on ad spend(ROAS)and build stronger relationships with customers based on trust.At the same time,the number of media channels has increased and the rise of n

4、ew types of media add intricacy to an already complex ad ecosystem,while traditional currency for ad buying such as third-party cookies,MAIDs and IP addresses is getting harder to access,leading to signal loss.Martech and adtech continue to converge around first-party data,shifting the way marketers

5、 and advertisers connect with consumers amid challenges such as an increase in privacy regulations,new identity frameworks and fluctuating customer expectations.Within this ever-changing landscape,three key factors are reshaping advertising and forcing the evolution of the ad buying process:data gra

6、vity,advancements in AI and increased concerns around privacy.These three interrelated factors mark a shift in adtech vs.the status quo we saw only a few years ago.3DATA GRAVITY Data gravity is the observation that as data volumes increase in size,those volumes tend to continue to grow,attracting mo