In the latest indication that ad-tech companies are trying to make ad targeting more privacy-compliant in the new regulatory environment, VideoAmp has struck a partnership<\/a> it says changes the way data comes together.<\/p>\n VideoAmp will work with Snowflake<\/a>, a cloud data storage company, to offer “multi-party cloud environments” for data collaboration – effectively, a way of pooling audience data with rules and privacy baked in.<\/p>\n In this video interview with Beet.TV, VideoAmp CEO and co-founder Ross McCray explains how it works, and why.<\/p>\n “In today’s best practice and approach, what we’ve seen is that there’s a lot of contractual commitments in trust-based systems, where you sign a DocuSign, you’re saying, ‘I won’t do this. I won’t do that with your data’,” McCray says.<\/p>\n “(You) send it to some third-party identity partner who is a trusted source to get all the raw data to create these anonymous based systems and send it back across the wire.<\/p>\n “We don’t believe that’s putting the consumer first. There’s a lot of holes with that approach.”<\/p>\n VideoAmp has already been using multi-national Snowflake for more than three years to run analysis.<\/p>\n Now it is joining Powered by Snowflake<\/a>, a partner program, which will see it use the cloud computing resources to change the way data expectations are forged,<\/p>\n “A lot of the legacy measurement systems haven’t been able to really accurately count in those more modern ways of digital and streaming,” McCray says, “and to look at it in a more holistic view, which should increase their yield and opportunity for where their audiences are going.”<\/p>\n He adds: “The way that we’ve architected this system with Snowflake is that we’re able to do a multi-party computing join – there’s never a circumstance where the data that’s owned by the publishers has to be shared with someone else.<\/p>\n “We’re unable to ever process the individual-level data, but we’re able to get much more accurate in terms of how we’re doing the identity resolution.<\/p>\n “(That) allows for advertisers and agencies and media owners to process secure data in a way that allows us to get access to things that you wouldn’t have in more of a trust-based system.”<\/p>\n Seven-year-old VideoAmp’s platform<\/a> offers software and more for linear TV, over-the-top and digital video, including TV viewership data, campaign performance insights and buy optimization.<\/p>\nThe trouble with agreements<\/h2>\n
Holistic, safe data view<\/h2>\n
‘No quick bucks’<\/h2>\n