Neustar collaborates with Snowflake to improve identity management and data governance

Neustar launched Neustar Unified Identity natively on Snowflake Marketplace, giving customers the ability to run identity resolution on the Snowflake Media Data Cloud without data leaving the platform.

Neustar developed the solution using the Snowflake Native Application Framework, with the goal of providing joint customers with the data hygiene, enrichment, and collaboration capabilities they need to thrive in a marketing world through the Neustar Unified Identity app.

The native Unified Identity app gives customers direct access to Neustar’s data, identity graph, and machine learning capabilities to power identity resolution use cases in their customer and partner data. Customers can connect disparate consumer data across offline and online sources to ensure accuracy across people, devices and homes.

“Neustar Unified Identity will enable our joint customers to accelerate and secure their data collaboration initiatives by leveraging the speed, scale and performance of Snowflake’s platform,” said Bill Stratton, Head of world of media, entertainment and advertising at Snowflake.

“We believe this new application will enable customers to unlock data faster and more seamlessly for business purposes. Neustar’s decade of experience in identity resolution and advanced machine learning ensures that common customers’ most pressing identity management and data governance needs are addressed in our clean room,” continued Stratton.

Snowflake customers can leverage the Neustar Unified Identity app to:

  • Protect and govern their consumer data assets by accessing identity resolution in Snowflake Media Data Cloud with Snowflake’s cleanroom capabilities
  • Improve data collaboration with brands and media partners across the marketing landscape
  • Maintain consumer information with data updates

“Brands and publishers need to build enduring data partnerships to uncover new customer insights and connect the dots across marketing channels and devices,” said Ryan Engle, vice president of identity products at Neustar, a TransUnion company.

“This partnership ensures that Snowflake customers can improve the quality of their consumer data while transforming their ability to collaborate with partners without sharing sensitive customer data. It’s a win-win in the future of privacy-first marketing and measurement,” Engle continued.