TransUnion Partners with Samooha, by Snowflake, to Drive Privacy-First Data Collaboration in Advertising

Innovative partnership enables privacy-first identity resolution and audience segmentation for both brands and publishers

CHICAGO, Feb. 28, 2024 (GLOBE NEWSWIRE) -- Today, TransUnion (NYSE: TRU) announced a partnership between its marketing solutions line, TruAudience, and Samooha, by Snowflake, a native data clean room solution on Snowflake. The partnership paves the way for a privacy and data-driven future in the advertising industry. This also represents a significant step forward in TransUnion's pursuit of interoperability everywhere, making its industry-leading consumer data and identity resolution capabilities available across the marketing technology landscape.

With this integration, clients can access TransUnion’s marketing identity graph natively within Samooha, by Snowflake’s easy-to-use clean room environment, where they can more securely connect, collaborate, and share offline and online customer data directly in their Snowflake account without compromising data integrity or exposing sensitive information to third parties. Samooha, by Snowflake, is a Snowflake Native App available on Snowflake Marketplace.

"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. “This innovation empowers clients to establish enduring data partnerships, gain invaluable customer insights, and maintain stringent consumer privacy controls."

"Our partnership with Snowflake, through the Samooha solution, addresses the challenges faced by those who have begun leveraging data clean rooms, but are struggling to unlock their full value due to a lack of identity translation," said Michael Schoen, EVP, and head of TruAudience marketing solutions at TransUnion. "This native identity management and collaboration solution deepens our integration into the Snowflake platform and Media Data Cloud, building on our transfer-less identity resolution capabilities. Marketers can now improve their collaborations with the same identity used to deduplicate and enrich their 1^st party data.”