Snowflake and Yahoo DSP are expanding their partnership, now enabling publishers to integrate first-party data with Yahoo ConnectID via Snowflake Data Clean Rooms for enhanced, privacy-conscious audience targeting and measurement, with Roku among the first CTV providers to participate.

Extending the olive branch: This collaboration builds on last year's effort, which allowed advertisers to use Snowflake Data Clean Rooms to onboard data into Yahoo DSP. The new phase shifts focus to the sell-side, offering publishers tools to better leverage their audience information without directly exposing PII, aiming for more effective monetization and precise cross-screen campaign insights.

Privacy in practice: "This partnership offers publishers a customized, secure way to monetize their audiences using Yahoo ConnectID in a privacy-safe environment without compromising user trust," David Wells, Snowflake's Industry Principal for Advertising, Media and Entertainment, stated in a blog post. For CTV players like Roku, sitting on rich authenticated user data, such privacy-preserving data exchange is key; Roku’s data will become interoperable with Yahoo ConnectID, letting approved advertisers access its TV audiences via Yahoo DSP later this year.

Industry's data dance: The move underscores the ad industry's ongoing navigation of a "privacy-first era," a trend Wells notes persists despite any shifts in cookie deprecation timelines. Snowflake is positioning its Data Clean Rooms as a central hub for these collaborations, even hosting a Data Clean Rooms brunch on its yacht at Cannes Lions on June 17. Yahoo DSP's Giovanni Gardelli added their goal is "helping advertisers and publishers collaborate in a secure and responsible way."

The bottom line: As first-party data becomes increasingly valuable, expect more tech alliances focused on providing privacy-centric tools for publishers and advertisers to connect and measure effectively. Snowflake isn't just talking shop; they're inviting industry players to a Data Clean Rooms brunch on its yacht at Cannes Lions to further these discussions. For a deeper dive into how this partnership evolved, the original announcement on the first phase, which centered on advertiser data onboarding, provides additional context.

Reading Recap:

• Snowflake details its broader Cannes Lions ad tech vision

• Yahoo outlines the publisher benefits of the expanded deal