TransUnion announces data clean room partnership with Snowflake

TransUnion has announced a partnership between its TruAudience identity-based marketing solution and Samooha, by Snowflake, a native data clean room on Snowflake’s data cloud.

Users will be able to access TruAudience’s marketing identity graph within Samooha allowing them to collaborate and to match and share customer data without exposing private information.

Dig deeper: Why we care about data clean rooms

Samooha, by Snowflake. Snowflake acquired Samooha in December 2023 — a start-up designed to make data clean room functionality accessible to marketers without support from data scientists. Built as a native application on the Snowflake data cloud, Samooha operates on data in the data warehouse with no data migration necessary.

“TransUnion’s leading identity data and enrichment augment our data clean room and enable seamless data collaboration across marketing channels, without the need to directly share sensitive customer data,” said Kamakshi Sivaramakrishnan, co-founder, Samooha in a release.

TransUnion’s TruAudience. TruAudience offers identity resolution, audience building, and targeting based in part on capabilities acquired in the 2021 purchase of Neustar.

Why we care. Snowflake’s influence in the customer data and advertising ecosystem continues to grow as it seeks to persuade the industry that operating with cross-enterprise data in the data warehouse is a superior strategy to migrating data from selected sources to a platform used for narrow (marketing, sales, support, etc.) purposes.

Integrating its data clean room solution with TruAudience’s very extensive identity-centric dataset looks like signaling a trend.