Snapchat adds user-protected features for advertisers with Snowflake collaboration [Video]

Snap Inc. is partnering with Snowflake Inc. to make its flagship product, Snapchat, more secure for users and profitable for advertisers.

The company has integrated with Snowflake’s Marketing Data Cloud to provide advertisers with encrypted data through technologies such as Data Clean Rooms. These features allow organizations to share data without compromising user security.

“Regulatory bodies have been pushing advertisers to be much more conscientious about the way they use data,” said John Eckhardt (pictured, right), director of global marketing science at Snap. “Snapchat has been privacy by design. The nature of the way that the app is built is that the messages are ephemeral; they disappear. This partnership with Snowflake and the marketing cloud has enabled advertisers to be able to create integrations that drive better ads performance and also do that in the most modern privacy-safe way through data clean rooms.”

Eckhardt and Bill Stratton (left), global head of media, entertainment and advertising at Snowflake, spoke with theCUBE’s Rebecca …