Samsung Ads & Snowflake Partner To Answer Advertiser Demand For Lower-Funnel Outcomes With Privacy-Compliant Data Sharing

Samsung Ads, the advanced advertising division of Samsung Electronics, is continuing to expand the reach and accessibility of Data+ — its proprietary data-as-a-service offering — through a deepening collaboration with leading data cloud and clean room provider, Snowflake. The ongoing partnership directly addresses urgent demand from advertisers industry-wide: access to unique, large-scale data in a privacy-compliant way, Samsung says.

“In today’s fragmented viewing landscape, brands face a complex set of challenges – from audience duplication to missed reach and the growing pressure to optimize media buys for lower-funnel outcomes. Data+ is a direct response to these obstacles, allowing advertisers to securely match their own first-party data with Samsung’s first-party audiences exposed to various campaigns in Snowflake Data Clean Rooms.”

“Advertisers have long requested easier, privacy-first access to Samsung’s TV data to better understand exposure across linear and CTV,” said Justin Evans, Samsung Ads head of innovation & insights. “With Data+ via Snowflake, we are giving them the tools to act on that data — eliminating waste, proving performance, and driving smarter decisions across the full media buy.”

Here is how Data+ with Snowflake works to turn scale into strategy:

• Samsung’s proprietary CTV and linear audiences are made available in Snowflake’s clean room.
• Advertisers will add their first-party data in Snowflake’s clean room.
• Advertisers can then run pre-approved queries to analyze campaign exposure and effectiveness in an aggregated, privacy-compliant way.
• Advertisers will gain insight into the full customer journey after ad exposure, enabling more accurate measurement of lower-funnel outcomes and driving smarter, outcome-based media strategies.
• Use cases span audience analysis and overlap, customer journey attribution, and performance optimization across platforms.
• Neither party will access the first-party data of the other party.

“As the industry sprints toward full-funnel accountability, our partnership with Samsung Ads directly addresses one of the most consistent demands we hear from advertisers and lays the groundwork for a new standard in advertising,” said Kamakshi Sivaramakrishnan, Snowflake data clean rooms general manager. “This is a prime example of how industry leaders can come together to make data collaboration more secure, more scalable, and ultimately more powerful.”

As it continues to build out its Data+ ecosystem with partners like Snowflake, Samsung Ads says the focus “remains on innovation, accessibility, and performance. Future advancements will help advertisers activate insights across platforms and unify measurement, all while keeping the respective datasets separate and honoring all consumer privacy rights.”

“Our work with Snowflake is an essential part of the Data+ roadmap,” Evans concludes. “Together, we’re helping advertisers unlock more value from their data and ours with simplicity and accountability at the core.”

The post Samsung Ads & Snowflake Partner To Answer Advertiser Demand For Lower-Funnel Outcomes With Privacy-Compliant Data Sharing appeared first on TV News Check.