SANTA MONICA, Calif. – It’s estimated that about 400 billion gigabytes of data are created every day, challenging decision makers to find the best ways to mine this information for insights. Because data is often spread among a variety of organizations including advertisers, agencies, media companies and ad-tech companies, collaboration is needed to unlock deeper insights.
“The fact that marketers really want transparency and understanding of how their campaigns are doing, is one driver of collaboration,” Bill Stratton, global head of the media, entertainment and advertising vertical at cloud-data company Snowflake, said in this interview at the Beet Retreat Santa Monica with Beet.TV contributor Rob Williams.
As much as marketers want transparency, they’re confronting a patchwork of privacy laws that give consumers more control over how their personal information is shared, stored and used for advertising purposes.
“They [marketers] leverage technology from companies like Snowflake to protect privacy, but give transparency and insight …