Open letter to the CMOs: How to leverage first-party data in today's privacy-first world

We understand that, as a marketer, a lot is weighing on your mind. Consumers are more conscious of protecting their privacy. There is increasing signal loss, most notably Google’s ongoing deprecation of third-party cookies. And there are the walled gardens in which you have invested so much money and time, yet continue to limit your ability to get a holistic view of outcomes across platforms. Your solution to at least some of these issues involves refocusing on first-party data collected directly from consumers and audiences. But there are challenges: Fortunately, there is a vast marketing ecosystem out there that can help. It’s made up of helpful partners and trusted tools that can boost your marketing performance. There is technology that can help you access and share first-party data easily and securely without compromising consumer privacy, enabling you to leverage AI and other cutting-edge technologies across multiple areas. These include analytics, identity, enrichment, activation, measurement and much more—even a marketplace that offers valuable data sets and apps. Negotiating complete integrations Trying to connect with this technology through the conventional route of buying or licensing SaaS applications involves complex integrations and resource-draining APIs. It can also take a lot of time and bust your carefully managed budget. Additionally, you’ll have to find a way to move your data to the applications, which increases security and regulatory risks. The key to making this ecosystem work for you is to access it through a modern platform that provides governed data collaboration. Here, you’ll be able to establish protocols and controls for managing access to both internal and external data. These features will ensure that data is high-quality, available and adheres to relevant privacy and security policies. With modern data platforms, publishers—including large retail media networks and TV consortiums—are integrating with programmatic demand-side and supply-side platforms (DSPs and SSPs) to allow marketers to activate publisher first-party data across other inventory types, extending the scale of their investments. DSPs and SSPs are also using these platforms to integrate with martech engagement platforms, allowing marketers more holistic activation as well as unlocking more innovative ways to precisely target and retarget. Additionally, such platforms offer the integration of SaaS analytic solutions as well as cloud-native customer data platforms (CDPs) with programmatic platforms. This integration allows marketers to centralize marketing first-party data to activate across channels more seamlessly, and to have a unified view of customer data and marketing data from internal and external sources. What to look for in a platform When investing in a data platform that can help you use innovative new technologies responsibly and efficiently, there are several important features to consider: With a modern data platform, you can get the most accurate view of your media investment and optimize your marketing strategies accordingly. You can manage and interact with addressable media in spite of signal loss. You can honor the privacy of your customers. And you can incorporate new technologies such as generative artificial intelligence and LLMs with an eye on ease and privacy. To learn more about modern data platforms, visit snowflake.com. About Snowflake Snowflake enables every organization to mobilize their data with Snowflake’s Data Cloud. Customers use the Data Cloud to unite siloed data, discover and securely share data, power data applications, and execute diverse AI/ML and analytic workloads. Wherever data or users live, Snowflake delivers a single data experience that spans multiple clouds and geographies. Thousands of customers across many industries, including 691 of the 2023 Forbes Global 2000 (G2K) as of January 31, 2024, use the Snowflake Data Cloud to power their businesses. Learn more at snowflake.com.

Open letter to the CMOs: How to leverage first-party data in today's privacy-first world

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