Blog / Insights
The global advertising landscape is undergoing rapid transformation. Even with Google’s recent decision not to deprecate third-party cookies, the industry-wide shift toward prioritizing consumer privacy remains unchanged. This only heightens the urgency for adopting privacy-enhancing technologies (PETs) and placing consumer privacy and choice at the forefront of advertising strategies.
At Snowflake, we’re fully aligned with these values, and our partnership with Yahoo DSP reflects our ongoing commitment to offering advertisers and publishers secure and responsible data collaboration.
Unlocking seamless, privacy-centric data onboarding through Snowflake on Yahoo DSP
Last year, we launched the first phase of this partnership: making Yahoo DSP available as an activation destination in Snowflake Data Clean Rooms. This enables advertisers to seamlessly onboard their data into Yahoo DSP and activate personalized, privacy-centric campaigns, leveraging Yahoo ConnectID - the privacy-safe, persistent identifier of Yahoo DSP. This integration supports critical advertiser use cases that boost campaign performance — from enhanced personalization and precise, user-level targeting on the open internet in near real-time, to ad suppression that ensures messages reach the right audience without over-delivery — all while upholding the highest standards of consumer privacy.
Taking This Partnership a Step Further: Enabling Audience Matching for Publishers
Today, we’re excited to take this partnership even further by extending these capabilities to publishers.
Using Snowflake Data Clean Rooms, publishers can now integrate with Yahoo ConnectID without exposing personally identifiable information (PII) to facilitate audience targeting and enhance omnichannel measurement, giving advertisers a more accurate view of campaign performance across screens and formats. Publishers bear significant responsibility when it comes to protecting user privacy. Their first-party data is among their most valuable assets, and any partner they work with must handle that data with the highest standards of security and trust. This is especially true for CTV providers, who manage rich authenticated data sets through required log-ins. This partnership offers publishers a customized, secure way to monetize their audiences using Yahoo ConnectID in a privacy-safe environment without compromising user trust, while enabling advertisers to scale audience reach and achieve improved measurement in Yahoo DSP.
Roku Leads the Way: Enabling Secure, Addressable CTV Advertising with Yahoo ConnectID and Snowflake
Roku is one of the first CTV providers to benefit from this expanded partnership. Through Snowflake’s integration, Roku’s data will become interoperable with Yahoo ConnectID, allowing permissioned advertisers to tap into Roku’s scaled TV audiences and activate those addressable segments across third-party supply within Yahoo DSP later this year. Most importantly, the audience matching process between Roku and Yahoo ConnectID is secure and privacy-respecting, ensuring that both data protection and consumer consent are upheld throughout.
In today’s privacy-first era of advertising, the entire ecosystem must work together to champion the rights of the consumer. The growing partnership between Snowflake and Yahoo DSP is a powerful example of how we enable advertisers and publishers to achieve their goals while putting consumer privacy and trust at the center of everything we do.
To learn more about this partnership, contact the Yahoo DSP team.
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About David Wells
David is an Industry Principal in the Media / Advertising practice at Snowflake where he oversees the Adtech / Martech subvertical. With nearly two decades of work in data and identity, he has held leadership positions in sales, strategy, and global management of partnerships across agency holding companies, adtech platforms and martech platforms. He has an M.F.A in Filmmaking from the American Film Institute. B.A. In English/Philosophy from Santa Clara University.
